Mijo! Brands, the marketing, communication and brand positioning agency, was visited at their offices in Puerto Vallarta by the Mexico Taxi Project, a campaign that seeks to improve the image of Mexico to foreign tourists.
In November 2011, the Tourism Board of Mexico (CPTM) launched the Mexico Taxi Project to show authentic and genuine Americans and Canadians being interviewed in a taxi about their stays in Mexican destinations in an open and honest way.
According to Rodolfo López Negrete, the Director General of the Tourism Board of Mexico, the premise is simple: “a message by Americans for Americans.”
The unknowing tourists are transported in the taxi by actors and are questioned about their vacations while being recorded by hidden cameras inside the taxi. At the end of their ride, they receive an explanation of the project and have the option to authorize or refuse to participate in the campaign.
Although it was not held in a taxi, Daniel Gomez, Director of Brand Strategy at Mijo! Brands, was interviewed by the staff of the Mexico Taxi Project about his experiences in Canada, the United Kingdom and Mexico.
The mission of this campaign is find real testimonials to change the negative perceptions currently perpetuated about Mexico. These videos also serve to promote Mexican destinations in the United States and Canada.
The project seeks to uncover the real Mexico which is much different than sensationalized news coverage.
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Mexico Taxi Project: www.mexicotaxiproject.com