Mexican government launches $90m tourism campaign to combat swine flu fears

Mexico
Mexico

LONDON - Mexico is launching a $90m global marketing campaign to encourage consumers to return to the country in the wake of the swine flu outbreak.

The outbreak has killed at least 83 people in Mexico, causing severe disruption to inbound tourism. The Foreign and Commonwealth Office (FCO) only lifted its ban on unnecessary travel to Mexico on 15 May, and the Mexican government is keen to lure tourists back to the country.

The state-funded campaign, entitled ‘Vive Mexico', will first roll out in the domestic market to help re-establish confidence in the country's tourism industry. The executions feature Mexican celebrities, including opera singer Placido Domingo and golfer Lorena Ochoa.

Earlier this year, the Tourism Authority of Thailand (TAT) said it was looking to mount a reassurance marketing campaign following a series of violent protests in the capital city Bangkok.

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