OBJECTIVE: The Mexican government invested millions of dollars in a nationwide tour across the United States to reverse the damage caused by Donald Trump’s negative rhetoric about the country on the U.S. campaign trail. The Dana Agency was hired by the Mexican Tourism Board to represent and promote Minister of Tourism Enrique de la Madrid Cordero’s tour stop in Miami. 

De la Madrid’s counteroffensive address focused on tourism, the U.S.-Mexico partnership and trade relations among other timely political and travel news. His visit to Miami also focused on raising awareness about what Americans would really experience in Mexico versus what was being said in the news about the country. 

APPROACH: During De la Madrid’s one-day Miami visit, our agency coordinated one-on-one interviews with local Spanish- and English-speaking media, including all major TV stations and newspapers, followed by meetings with city officials, politicians and business leaders such as Jeb Bush Jr. and former Mayor of Miami Tomás Regalado. 

RESULTS: Our agency secured in-person interviews with Miami Herald, Daily Business Review, Associated Press and CBS 4 News and garnered coverage in The Yucatan Times and Sunshine State News