Department of Economic Development
2000 – Present
- Increase inbound tourism from Mexico to Texas
- Increase spending in Texas and with participating partners
- Maximize advertising opportunities to a highly targeted affluent audience
- Increase room nights and economic impact in Texas from Mexican traveler
- Maximize press opportunities to strengthen Texas’ position as convenient and
desired travel destination from Mexico
Solution:
- Developed a special Texas section in Expressions Magazine, a unique
publication exclusively targeted to American Express Platinum Card members
in Mexico - The Texas section was 36 pages - including the Texas Department of
Economic Development, (TDED) participating Convention and Visitors
Bureaus, (CVB) regional ads and merchant partners - Maximized distribution of 30,000 overprints distributed to 10,000 American
Express Cardmembers, 100 American Express Travel Offices, TDED and
participating CVBs - Created American Express Vacations to Texas, special travel packages sold
through American Express Travel, Mexico
Results:
- Exceeded initial goal for American Express Vacations – over 300 packages
booked in the first two months - Greatly exceeded public relations expectations
- 14 feature articles and 24 photos in 13 National Mexican publications
featuring travel opportunities in Texas - Strengthened existing relationships between American Express, TDED, CVBs
and other partners
