Mexico Tourism Board Boosts Travel with Sweeps

Posted on by Chief Marketer Staff

The Mexico Tourism Board is running a regional text messaging sweepstakes offering weekly chances to win a trip to Mexico.

The board has teamed up with OnSite Network, an out-of-home digital video network, to launch its “Mexico Trip-a-Week” sweepstakes. Visitors to 61 Chicago-area sports bars and T.G.I. Friday’s restaurants that feature the OnSite Network can enter to win.

People use their cell phones to text responses to a weekly trivia questions related to Mexico through May. One participant who texts the correct answer to the question will be randomly selected to win a trip for two to Puerto Vallarta. Every person who enters can opt in to receive a digital coupon for a free week of tanning at Ultimate Exposure in the Chicago area.

It’s the board’s latest effort to build brand awareness and get people thinking about taking a trip to Mexico, Rick Sebok, chief marketing officer for OnSite Network, said.

In the first few days of the promotion, more than 50 people entered the sweepstakes.

Part of OnSite Network’s strategy is to “focus on locations where people want to go because they want to be there,” Sebok said. “This gives the Mexico Tourism Board to cast their brand.”

Incorporating a texting promotion with out-of-home digital video networks is ideal for bars and restaurants because there is a long dwell time, Sebok added. The average time spent in such a venue containing the networks is 90 minutes, he said.

On-screen messaging supports the sweepstakes. OnSite Network handled the creative for the campaign and Bazooka Media is in charge of the mobile marketing components.

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