Day of the Dead: Group Campaign Celebrates Mexico’s Culture

Each year, from October 31 to November 2, the people of Mexico honor their family members who have passed away through elaborate cultural traditions and festivities. Día de los Muertos, or “Day of the Dead,” is a two-day holiday that celebrates the departed by symbolically reuniting the living and dead.

Aeroméxico, Barceló Hotel Group, Riviera Maya, Seadust Cancun Family Resort, and Consejo de Promoción Turística de Quintana Roo wanted to raise awareness of the breadth of activities and experiences awaiting travelers in Mexico while driving bookings to their region.

Together, they collaborated with us on a dynamic campaign designed to raise awareness of the vibrant Día de los Muertos sights and activities awaiting visitors to Mexico and to encourage exploration of the country’s various regions through its diverse culture.

“Día de los Muertos is an essential part of the Mexican identity and culture and commemorates our loved ones who have passed through our rich traditions, art and food,” said José Luis Pérez Rodríguez, Distribution Manager for Aeroméxico. “As Mexico’s global airline, Aeroméxico is proud to be the primary airline partner for the Day of the Dead campaign and help travelers experience this vibrant holiday firsthand.”

Microsite Provides Travel Shoppers a Glimpse Inside Día de los Muertos

Designed entirely around the cultural experiences of one of Mexico’s most important holidays, the group campaign kicked off earlier this month with a custom microsite. Envisioned and built by our in-house creative agency, Creative Partnerships, the site contains distinct, compelling media experiences to inspire and engage travel shoppers across Expedia Group’s global network of sites and beyond.

Day of the Dead includes activities such as decorating altars with photos of the deceased, visiting the cemetery to pay respect to loved ones, and partaking in holiday parades.

Visitors to the microsite are immersed in the rich visuals of the holiday through video, illustration, and social media. They can explore and learn about various Day of the Dead festivities across Mexico’s regions, including:

  • The decorated graves and crypts in the Panteón General in Oaxaca City
  • The Desfile de Día de Muertos parade in Mexico City
  • A weeklong celebration in San Miguel de Allende, including skull painting workshops, and all-night parties with DJs, dancing, and parades



While the Day of the Dead campaign is primarily focused on the vibrant traditions of the holiday, it also opens the door for travel and experience beyond Día de los Muertos: Visitors can also discover information on popular regional dishes and attractions, along with bookable activities and sightseeing recommendations in each highlighted city.



The Impact of Collaboration

Collaboration between various regional tourism board, hotel, and airline marketing partners was a driving force behind the creation of this campaign. Each brand was focused on tourism in the country and passionate about educating others on Mexico’s culture and traditions.

Yet, each brand brought a unique resource to allow potential travelers to experience, firsthand, the customs of Day of the Dead – whether it was efficient transportation, impressive lodging, or memorable activities.

Patricia Villegas, E-Business Manager for Seadust Cancun Family Resorts, also commented on the vision behind the campaign:

“As a family resort brand, Seadust Cancun Family Resorts understands the importance of maintaining family ties and roots, and celebrates these ideals everyday with our guests in addition to this special cultural holiday. We’re excited to partner with Expedia Group Media Solutions on the Day of the Dead campaign to provide travelers with the unique opportunity to immerse themselves in the Mexican culture and experience Día de los Muertos like a local.”

“For cultural explorers, there may be no better time to visit Mexico than during Día de los Muertos—there is simply nothing else like it in the world,” said Juan Pérez Sosa, Senior Vice President of Sales and Marketing for Barceló Hotel Group Latin America. “At our all-inclusive Mexican resorts and hotels, Barceló Hotel Group is committed to providing authentic and exciting ways for guests to discover this magnificent country’s rich culture and traditions. We’re thrilled to partner with Expedia Group Media Solutions on this fantastic Day of the Dead campaign, which we’re confident will allow guests to create a memorable vacation experience.”

The Day of the Dead campaign will run through the end of November and aspires to connect with visitors looking to experience Mexico’s vibrant culture both during Día de los Muertos and beyond.

Its creative strategy was built on the idea that traveling is more than just transporting people to destinations, but rather, giving travelers the opportunity to immerse themselves in different cultures and live unique experiences that can create lasting memories.

Learn more about how Creative Partnerships is helping tourism boards, hotels, and airlines draw in travelers through engaging, interactive media experiences.

Expedia Group Media Solutions

Expedia Group Media Solutions is a global travel advertising platform that connects marketers with hundreds of millions of travelers across Expedia Group's 200+ websites and apps. Our exclusive first-party data on traveler trends, search behavior, and booking data provides travel advertisers and marketers with unique insights to inform their strategies. We offer a full-funnel suite of solutions to help our partners connect with and convert travelers globally. Our digital experts have more than 20 years of travel and media experience to help our partners create advertising campaigns that deliver meaningful results.

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