Mexico launches ‘Taxi Project’ ads employing testimonials
By Gay Nagle Myers
Mexico’s newest ad campaign speaks for
Dubbed the Mexico Taxi Project, the
$30 million promotion plays off the HBO
reality show “Taxicab Confessions” by
showing real vacationers candidly chit-
chatting about their recent visits to the
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six 30-second ads airing on nine cable stations in the U.S.
Here’s how it works:
Visitors departing Mexico on nonstop
flights to major gateways (Los Angeles,
proached,” Llanes said.
Travelers were told that their opinions
were being sought for a new brand of tequila. Their cooperation merited a complimentary ride home in a town car.
Photos of the travelers were taken and
sent to the production team waiting at the
U.S. airport at the other end. Interviewers
selected those who appeared talkative and
seemed to be good conversationalists.
Once the travelers arrived in the U.S.,
town cars were there to meet all of them,
but only one of the cars had a microphone,
hidden camera and a driver who also was
“The driver got the conversation going
with general questions about where they’d
been, what they did on vacation, what they
thought of their experiences in Mexico,”
One of his first questions concerned the
security and crime issue.
One passenger, who was returning from
her first visit to Mexico, told the driver not
to believe everything he read. “She told
him that ‘it’s all blown out of proportion,’”
He said the bulk of the responses had
“They talked about the hospitality, food,
service, people and what they did on vacation,” Llanes said. At the end of the ride,
cameras were revealed and riders were
asked to sign waivers granting permission
for their comments to air.
“Everyone accepted,” Llanes said.
Comments were boiled down to the
30-second ads that are now appearing on
the cable stations. Comments not used
in the ads are being dropped onto the
Mexico TaxiProject.com website. They will
also be used on social media sites and appear on interactive billboards in places like
New York’s Times Square. Billboards in
Chicago and Los Angeles soon will follow,
The current campaign will run through
December, with more ads planned from
January through March, Mexico’s peak
“We feel that this type of personal advertising will resonate with travel agents, reassure them and give them peace of mind so
they can confidently recommend Mexico as
a safe vacation destination,” Llanes said.