‘Beaches on wheels’ innovative way of showcasing Mexico’s attractions
The Mexico Tourism Board may be bringing some of its warmth up north, with mobile displays hitting the streets of the coldest cities in Canada and the US this winter to showcase some sunnier attractions.
Mexico is already the number one tourism destination for North Americans, according to officials.
The latest push will include city visits by heated, glass-sided buses filled with sand, beach chairs and scaled-down versions of palm trees to remind visitors of Mexico’s sunny attractions.
To show that Mexico has offers travelers more than beaches, the mobile displays will also include spa beds made to look like authentic archaeological pieces, transporting visitors to ancestral times while illustrating one of Mexico’s main draws for the luxury traveler.
Videos of Mexico’s attractions will play on television screens mounted inside icons of the Aztec Goddess of Flowing Water, Chalchiuhtlicue , while “archeologists” explore ruins. The buses will also be decorated with lush vegetation, reinforcing Mexico’s positioning as a top spot for adventure tourism and ecotourism.
”The beaches on wheels” will also showcase Mexico’s world-renowned hospitality. Male and female sunbathers will invite passersby to lounge in the sand, while models donning traditional Mexican clothing will be handing out brochures and promotional items.
Mexico specialists will be on hand to provide additional information to residents, as well as capture their contact information on a PDA which will later be used to send links to the Mexico Tourism Board’s main information sources.
”North American tour operators will be teaming up with the Mexico Tourism Board’s marketing office to organize special events for consumers and travel industry representatives surrounding the ‘beaches on wheels’ promotion,” according to the Mexico Tourism Board.
Mexico’s “beaches on wheels” program was conceived by the Mexico Tourism Board in 2004 as a way to positively influence the travel decisions of North Americans, who often make their choice of vacation on a whim but who tend to choose beach destinations as the weather in their home cities grows chillier.
The “beaches on wheels” have been seen by an estimated two million people each year and has won three international publicity awards, including first prize at the Iberoamerican Publicity Festival.
Report by David Wilkening
David
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