Mexico Tourism Board selects MACHADO/GARCIA-SERRA COMMUNICATIONS as media planning & buying AOR.

The Mexico Tourism Board (MTB) has selected Machado/Garcia-Serra Communications (MGS) as agency of record for media planning and buying in the United States and Canada. MGS will begin working immediately on the $40 million dollar media account to promote the benefits of travel to Mexico among General Market and Hispanic audiences in the United States, as well as consumers in Canada. The assignment of lead media responsibilities for North America concludes an extensive agency search for which MGS publicly bid. MGS was selected over several agencies for compliance in several required areas that included agency infrastructure, credentials of personnel, and overall agency capabilities.

“We are honored to have been selected by such a prestigious organization as the Mexico Tourism Board to identify the appropriate media channels to impart among consumers throughout the United States and Canada the key benefits of travel to Mexico- with its rich history and culture, remarkable landscapes, and some of the best resorts in the world,” stated Manuel E. Machado, CEO/Co-Chairman, MGS. “Our agency’s media professionals understand the formidable influence of the North American traveler, both recreational and business, and our first priority will be to work with MTB to craft an efficient media plan that optimizes their reach; coming off the peak summer season and transitioning consumer appeal into the months where Mexico’s weather is most pleasurable and the all important Holiday travel season.”

The Mexico Tourism Board is MGS Communication’s third international tourism promotion agency account, after recently being selected by the Orlando Convention & Visitor’s Bureau as advertising agency of record for the Hispanic market; as well as four years of partnering with “EXTENDA”- The Trade Promotion Agency of Andalucía, Spain – to promote products and services from the region among the General Market audience.

The MTB media account will be serviced by MGS’ U.S. headquarters in Miami, Florida with an MGS full-service office in Mexico City. Creative duties for MTB are managed globally by Olabuenaga Chemistri, headquartered in Mexico City and part of the Publicis Groupe network.