The Mexico Ministry of Tourism enlisted SJ Public Relations to promote the “Mis Raices” (“My Heritage”) program in order to drive more Mexican-Americans to plan vacations to Mexico City.
The Mexico City Ministry of Tourism tapped SJ Public Relations to promote the “Mis Raices” (“My Heritage”) program in order to attract Mexican-Americans to visit Mexico City as a tourist destination. SJPR set up a four-city tour to New York, Chicago, Los Angeles and Houston where key leaders and partners within each city could meet with Mexico City’s Minister of Tourism Miguel Torruco, as well as other representatives from the Mexico City Ministry of Tourism office. SJPR specifically chose to target these four cities due to their large Mexican-American populations. SJPR organized events in each city to formally present the “Mis Raices” program to travel agencies, business leaders and media representatives, and these receptions garnered the attendance of 360 key influencers in the target cities. Additionally, SJPR coordinated interviews with local, national and international media groups within each city. These efforts secured over 3 million traditional and digital media impressions throughout the four cities.