View all Success Stories

Jalisco Tourism Authority: Magical Towns

1.7 million

Impressions

27:1

ROAs

Overview

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.

Jalisco Magical Towns marketing campaign

The Solution

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 Results

The program was a success; it drove awareness with millions of impressions and a very strong return on ad spend of 27:1.

Connect with our digital media consultants to learn how to best engage, influence, and convert your target travel audience.