Mexican President Launches New 'Vive Mexico' Campaign

WASHINGTON, DC--(Marketwire - May 27, 2009) - Mexican President Felipe Calderon launched the 'Vive Mexico' (Live Mexico) campaign on Monday, to promote tourism and counteract the effects of the recent health emergency.

Together with Margarita Zavala, the first lady, and speaking before top businessmen, athletes, academics, singers, actors and other leading Mexicans, the president called for all Mexicans to promote the country as a tourist destination full of life and attractions at an unbeatable value.

"Let us tell the whole world that we are a strong nation, with a unique unity and identity. That no matter how hard or difficult the tests we have to face, particularly at the present time, Mexico is united and will overcome them," said President Calderon, speaking at the presidential residence Los Pinos.

He also said that the government is spending the record amount of $91 million on the campaign.

"This is also about combining talents and efforts to attract tourists, not only from abroad, but also and especially, so that we Mexicans visit our own cities, our own states, that we visit our parks, our theaters, our tourist centers, our restaurants, to give a fresh impetus to all these activities that are the livelihood of hundreds of thousands of families," he added.

This was the official launch of the 'Vive Mexico' campaign, which will be shown throughout various media outlets. The campaign includes the participation of celebrities from all areas of Mexican life, who act as ambassadors to Mexico by spreading the message that it is a unique and safe place to travel.

Following a preview of the campaign, videos were shown featuring Placido Domingo, Lorena Ochoa, Alejandro Fernandez, Diego Luna, and Rafael Marquez, inviting viewers to come and 'Vive Mexico.'

Businesses and business leaders are also part of this movement to promote tourism, presenting once in a lifetime special offers to attract domestic and international visitors, especially during the summer months.

Tourism Secretary Rodolfo Elizondo explained during his speech that the promotion efforts go beyond the traditional campaigns used under normal circumstances.

"We are mainly promoting employment, opportunities to develop, and peace of mind for the many families that benefit each time other families decide to take a break and discover Mexico's tourist attractions," he said.

Monday's event was hosted by Rebeca de Alba, one of Mexico's leading television presenters. The audience included cabinet members, ambassadors from all over the world, and businessmen such as Carlos Slim, one of the wealthiest men in the world. Also present were leading members of the tourism and airline sectors, including Miguel Aleman of Interjet, Jose Luis Barraza of Aeromexico, Pedro Aspe of Volaris, and Gaston Azcarraga of Mexicana de Aviacion.

Actors, singers and television personalities including Mana, Ana Claudia Talancon, Barbara Mori, Benny Ibarra, Xavier Lopez, Aleks Syntek, Emmanuel, and Marco Antonio Solis, among others, were present as well.

Sitting next to the president himself was Javier Aguirre, coach of the national soccer team. Others in attendance included Enrique Krauze, the historian; "Pipino" Cuevas, the boxer; and the world-famous flautist, Horacio Franco.

For more information, visit www.informationmexico.org

Contact Information: Contact: Matt Lauer 202-683-3127 mlauer@qorvis.com