creative brief for VisitMexico.com

the client:

a coalition of 12 high-end mexican resorts, 4 of the country’s best restaurants, and the Aeromexico airline is financing a campaign to reassure luxury travelers that Mexico is a safe, often opulent, and uniquely fulfilling cultural destination and experience. they’ve created a website to that effect –www.VisitMexico.com

the client’s target:

upscale travelers (people who appreciate spas, fine dining, historical sites, art and culture)

the creative challenge via alternative advertising:

find a unique way to appeal to the client’s targets

benefits:

  • Mexico is sunny, warm, welcoming – lots of natural beauty and ruins
  • the cuisine is fresh, distinctive, delicious – both local and global influence
  • architecture, art, music, theater, film, dance and other cultural offerings are unique and sophisticated; world class restaurants, spas and resorts

alt advertising challenges to resonate with client’s targets and draw people to VisitMexico.com.

choose any that appeal:

  1. create a coffee sleeve for VisitMexico.com: what would it say?
  2. if you were going to create a scavenger hunt for Visit Mexico, where would participants go, what would they do, and what would they find?
  3. if you set up a Visit Mexico bus in times square, what would you put inside of it that had an interactive element?
  4. Visit Mexico wants to do something in the lobby of the MoMA to attract upscale travelers, and wants to partner with another brand or brands.  what can be done in that space, and which co-brand(s) would be a perfect fit?
  5. brainstorm a visit mexico cab top in any weird shape imaginable with copy and image.
  6. imagine a bus stop shelter presentation for Visit Mexico, which can incorporate scents, mirrors, odd shapes and architecture (example: for Visit China it could be a pagoda shape).
  7. what kind of fill-in-the-blank print ad can you imagine for Visit Mexico? (example: a Crunch gym print ad could let the reader draw in his or her ideal arms, abs and legs in Fitness magazine).
  8. what kind of Visit Mexico app or phone-based game can you imagine that would resonate with the targets?
  9. just as Honest Tea set up a street “experiment” to see which U.S. city had the most honest residents — by leaving bottles of tea out to grab and expecting payment on the honor system (with a nearby hidden camera) – what kind of experiment could Visit Mexico conduct?

by
kim taylor

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