NEW YORK The Mexico Tourism Board has selected Miami-based independent multicultural shop Machado/Garcia-Serra Communications for media planning and buying in the United States and Canada, the client has confirmed.
The client spends about $40 million annually in U.S. measured media.
MGS will begin work immediately to promote tourism in Mexico to both general market and Hispanic audiences. The shop beat a field of four other undisclosed contenders.
Manuel E. Machado, CEO of MGS said, "Our agency's media professionals understand the formidable influence of the North American traveler, both recreational and business, and our first priority will be to work with MTB to craft an efficient media plan that optimizes their reach."
The win marks MGS' third international tourism account. Earlier this year, MGS was awarded the Hispanic market account for the Orlando Convention & Visitor's Bureau. The shop also handles Extenda, the trade promotion office of Andalucia, Spain.