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Success stories

Jalisco Tourism Authority Magical Towns


With their rich traditions, historical relevance, and exceptional hospitality, many towns in Mexico provide vibrant and memorable experiences. Mexico’s Secretary of Tourism wanted to raise awareness of towns that while not always considered as the top tourism destinations in Mexico offer visitors a “magical” experience through their natural beauty, cultural richness, and traditions.

In collaboration with other federal agencies, Mexico’s Secretary of Tourism created The “Programa Pueblos Mágicos,” or “Magical Towns Program.”

Jalisco state, specifically, contains eight of the selected magical towns. In collaboration with Expedia Group Media Solutions, Jalisco Tourism Authority was able to showcase the many majestic features of their smaller towns, and in turn, drive awareness of some of the country’s most captivating destinations.

The Opportunity

Rather than featuring Mexican capitals or other bustling tourist attractions, the Magical Towns Program showcased the unique qualities of various small yet vibrant towns. In total, the tourism board selected 121 destinations to feature in the campaign. Jalisco state’s six selected towns were: Tlaquepaque, Mazamitla, Tapalpa, Tequila, Mascota and Lagos de Moreno.

With so many of their towns included in the “Magical Towns Program,” in addition to places like Guadalajara and Chapala, Jalisco Tourism Authority saw a key opportunity to attract visitors and drive awareness of their lesser-known yet equally majestic locations.

The Solution

Expedia Group Media Solutions and Jalisco’s Tourism Authority launched a campaign using Display ads run across Expedia Group sites and Hispanic (US/ES) points of sale. The ads targeted travel shoppers in the U.S. and Mexico and showcased the unique characteristics of the eight featured towns.

The tourism board's challenge was to capture the attention of audiences that might be interested in exploring smaller towns over larger tourist destinations such as Puerto Vallarta, the third largest beach destination in Mexico, and Guadalajara, the capital of the state. To meet this challenge, the campaign used customized copy and images to connect with travel shoppers looking to explore beyond Mexico’s typical tourist destinations. Additionally, the campaign targeted travel shoppers interested in leisure and outdoor adventures. The campaign also increased awareness by engaging with new audiences, such as the Latin community in the United States.

The Results

The campaign successfully drove awareness of Jalisco Tourism Authority’s “magical towns,” securing a substantial 1.7 million impressions and an over 27:1 return on ad spend (ROAs).

1.7 million

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