Marketing and Sales Programs
Mexico is a sophisticated, evolving market. Destination Canada–Mexico has developed a flexible marketing strategy that takes into account new conditions while also meeting the needs of travellers, the industry and our partners.
Our marketing and sales programs invite Mexicans to see and experience Canada in a whole new way. Whether we launch a multimedia advertising campaign, stage a public relations event, or bring media and destination partners together to exchange stories and tourism experiences, our initiatives target three major audiences:
We focus on three key consumer groups, based on Destination Canada’s Explorer Quotient ® (EQ) types:
Authentic Experiencers savour unique experiences and seek to enrich themselves through encounters with local culture and history. They want to be fully immersed in travel experiences and tend to stay away from group tours and rigid plans.
Free Spirits have an insatiable need for travel that’s unique and exciting. Constant travellers, they enjoy being pampered and having things taken care of so they can relax and recharge.
Cultural History Buffs enjoy interacting with the locals to learn their customs and traditions. They prefer to let adventures unfold spontaneously, and are not driven by rigid schedules.
Our key consumers are wealthy travellers aged 30 to 40 years who enjoy making high-end trips to Canada and are free to travel any time of year.
Advertising and PR campaigns
In March, we introduced a comprehensive concept called “Now is the Time” (Ahora es Cuando) that features nine Canadian Signature Experiences that resonate in Mexicans’ minds. These experiences are showcased along with a precise timeframe and a specific price to invite Mexican travellers to “buy now” for these particular adventures and attractions. The campaign has used diverse channels that include newspapers, websites, search-engine marketing tools and social networks. PR efforts have included developing a monthly newsletter for media as well as interviews and familiarization (FAM) trips around those experiences.
Destination Canada–Mexico’s 2015 PR strategy will keep focusing on advocacy to create word of mouth about Canada and increase exposure for Canada’s travel experiences.
During 2015’s second quarter, Destination Canada–Mexico has focused on increasing followers’ engagement in our social networks by inviting them to join conversations by commenting, sharing and posting images.
Continuous follow-up on social networks, optimizing and managing resources, as well as creating original initiatives have been critical in terms of growth. As of early June, our Twitter feed has over 87,000 followers, while our Facebook page enjoys more than 470,000 likes.
In Q2 2015, we partnered on 10 co-operative programs with the most important retail agencies, online travel agencies and wholesalers in Mexico.
Canadian Specialist Program
In Q2 2015, we launched an intensive advertising campaign promoting the program through trade media. More than 100 travel agents and tour operators from Mexico City learned about Canada’s Ahora es Cuando campaign, new direct flights (to Montréal, Toronto and Vancouver) and the new regulations for the visa process (upcoming ETA for Mexico in spring 2016).
Rendez-vous Canada (RVC) is Canada’s premier international tourism marketplace and led by Destination Canada. Fourteen tour operators and three travel-trade media reps from Mexico attended RVC 2015 in Niagara Falls, ON this past May. They participated in business interviews and matched different experiences to individual market needs.
To capture the imagination of the Mexican media, Destination Canada–Mexico has been coordinating partnered press trips that sent several media on FAM trips to Canadian destinations, including Toronto and Montreal.
Every month we develop and distribute a special newsletter featuring the Ahora es Cuando experience of the month and the most important stories from our main provincial partners (British Columbia, Ontario and Quebec) as well as other provinces and territories that are beginning to appeal to Mexicans, such as Yukon and Newfoundland and Labrador. In Q2 2015, Destination Canada–Mexico also distributed a Rendez-vous Canada press release.
In order to initiate or foster relationships with media, Destination Canada–Mexico coordinated two one-to-one gatherings a month to meet with journalists and get an update on their interests and projects in order to offer them tailor-made opportunities.
|Inbound travel to Canada from Mexico|
|Overnight trip to Canada (000's)||230,2||257,2||161,2||115,9||124,5||131,6|
|Year to year change||13,9%||11,7%||-37,3%||-28,1%||7,4%||5,7%|
|Year to year change||9,8%||21,0%||-36,4%||-32,1%||12,8%||9,8%|
|Source: International Travel Survey, Statistics Canada,|
- Mexico achieved moderate economic growth of 2.1% in 2014. Declining unemployment (4.8%) and improved consumer sentiment supported an increase in outbound travel (+6.0%) in 2014. (Source: Oxford Economics)
- While still below peak levels achieved in 2008 prior to the imposition of visa restrictions, Mexico continued its strong recovery, up 14.4% to 173,000 arrivals in 2014. The gains were facilitated by the introduction of the CAN+ Visa program and new air seat capacity between Mexico and Canada.
- Mexican visitors spent an estimated $252 million during their trips in Canada in 2014.
- Mexican travellers spent an average of $1,601 per trip and stayed 16 nights in Canada.
- Over a third of Mexican visitors travelled to Canada for leisure, a quarter for business and a fifth to visit friends and relatives (VFR).
Source: Statistics Canada, International Travel Survey, unless otherwise indicated.
The Mexico market has kept its upward trajectory, and there are strong signs that this market’s recovery is on track.
Air flight capacity has increased during the second quarter of 2015: Aeromexico started new daily flight service between Toronto and Mexico City in May. The airline will also start flying to Vancouver, BC, in December. In addition, Air Canada started a direct service between Mexico City and Montréal in June.
In 2014, the Canadian government introduced a number of initiatives to make the Canadian visa process in Mexico easier:
- Can+: Any Mexican traveller who can demonstrate having visited the US or Canada at least once over the past 10 years, with no adverse security or criminal history, will be able to obtain a Canadian visa without having to submit proof of economic solvency. These applicants will also benefit from expedited processing in six days or less (the average is currently 10 days).
- Online application: Travellers no longer need to visit visa application centres in Mexico. Instead, they can apply online (available in English or French).
- Multiple entries: Since January 2014, the vast majority of visas issued are for multiple entries (97%). Multiple-entry visas can be valid up to 10 years or up to the validity of the applicant’s passport.
- Trusted traveller program: This program, to be implemented before December 2014, will facilitate the immigration and customs procedures at Canadian airports or border crossings for registered Mexican travellers.
In the Economic Action Plan 2015, the Canadian government announced that Canada is expanding eligibility for the electronic Travel Authorization (eTA) to low-risk travellers from Brazil, Bulgaria, Mexico and Romania to make it easier and faster for legitimate travellers from these countries to come to Canada.
Soon after eTA is fully implemented in March 2016 for travellers who are currently visa exempt, citizens from Brazil, Bulgaria, Mexico and Romania who have held a Canadian visa in the last 10 years or who hold a valid US non-immigration visa will no longer need to apply for a Canadian visa when arriving by air. Instead they will only need an eTA.
These initiatives will benefit Mexican travellers and therefore, tour operators and travel agents. More information is available at the website of the Embassy of Canada in Mexico.
Contact our team for more information.