Mexico Media Intelligence & Insight Report: Targeting International Travelers 2025

This report provides comprehensive media intelligence and strategic insights for marketers and media planners targeting high-intent Mexican international travelers for 2025. With a special focus on the May-December 2025 period, this document outlines market insights, optimal advertising locations, target audience segments, effective advertising channels, and strategic timing recommendations. 

1. Market insights 

Outbound Travel Growth & High-Spending Traveler Trends 

Mexico has shown remarkable resilience and growth in outbound international travel, with the total market expected to exceed pre-pandemic levels by 22% in 2025. Key statistics include: 

• Projected 17.3 million international trips by Mexican travelers in 2025 
• Average spending per international trip increasing to $1,850 USD 
• Luxury segment growth of 14% year-over-year 
• Upper-middle class Mexicans allocating approximately 15% of discretionary income to international travel 
• 73% of Mexican international travelers prefer direct bookings with premium brands over OTAs 

Travel Media Landscape & Channel Penetration 

The Mexican travel media ecosystem is experiencing rapid digital transformation while maintaining strong traditional media consumption: 

• Digital: 86% of Mexican travelers research destinations online 
• Mobile: 79% penetration with 65% using mobile for travel booking 
• Social Media: 92% penetration among travel demographics 
• Traditional TV: 74% reach among affluent travelers 
• Radio: 68% penetration during commute hours 
• Print (luxury magazines): 52% reach among high-income travelers 
• OOH: 88% recall rate in premium locations 
• Email marketing: 47% open rate for travel offers 

Key Advantages for Travel Advertisers 

Mexico presents unique advantages for international destination marketers: 

• Strong currency performance against USD and EUR compared to other Latin American markets 
• High digital adoption rate combined with traditional media loyalty 
• Multigenerational travel planning with extended family involvement 
• Growing appetite for experiential and cultural tourism beyond beach destinations 
• Increasing willingness to explore new international destinations beyond traditional favorites 

Positive Market Trends 

Several developments are creating favorable conditions for international travel growth: 

• Enhanced visa processing with EU countries and Asian destinations 
• Expanded airline capacity with 15 new international routes from key Mexican airports in 2024-2025 
• Growing middle class with 3.5 million households entering discretionary spending bracket 
• Strengthened international business ties creating more corporate travel opportunities 
• Emerging interests in sustainable tourism, wellness retreats, and cultural immersion experiences 

2. Exactly where to advertise 

Premium OOH Advertising Locations 

Airport Corridors and Transit Hubs 

• Mexico City International Airport (AICM) 
• Terminal 1 International Departures: 72,000 daily passengers, 87% ABC+ demographic 
• VIP Lounges: 6,400 daily affluent travelers, average income $175K USD 
• Baggage Claim: 94% attention rate, 8.5 minutes average dwell time 
• Monterrey International Airport 
• Main Terminal: 23,000 daily passengers, 78% business travelers 
• Executive Lounges: 2,800 daily high-net-worth passengers 
• Guadalajara International Airport 
• International Terminal: 18,500 daily passengers, 65% leisure travelers 
• Cancun International Airport 
• Premium Advertising Tunnel: 34,000 daily passengers, 70% international travelers 
• Major Metro Stations 
• Mexico City Polanco Station: 45,000 daily commuters, 82% ABC+ demographic 
• Monterrey Garza Sada Station: 27,000 daily commuters, 76% business professionals 

Business Districts 

• Mexico City - Reforma Avenue 
• Digital Billboards: 170,000 daily impressions, 72% business decision-makers 
• Corporate Plaza Displays: 67,000 daily views, 81% executives and professionals 
• Santa Fe Business District 
• Premium Digital Signage: 125,000 daily impressions, 85% high-income professionals 
• Corporate Building Lobbies: 47,000 daily impressions, average income $120K USD 
• Monterrey Valle District 
• San Pedro Business Corridor: 93,000 daily impressions, 79% business leaders 

Affluent Neighborhoods 

• Polanco (Mexico City) 
• Masaryk Avenue Billboards: 63,000 daily impressions, 91% luxury consumers 
• Antara Fashion Hall Digital Displays: 35,000 daily impressions, 87% high-spending shoppers 
• San Pedro Garza García (Monterrey) 
• Calzada del Valle: 42,000 daily impressions, 94% affluent residents 
• Calzada San Pedro: 38,000 daily impressions, 89% luxury shoppers 
• Zapopan (Guadalajara) 
• Andares Shopping District: 47,000 daily impressions, 82% travel enthusiasts 
• Puerta de Hierro Displays: 29,000 daily impressions, 93% high-net-worth individuals 

Travel-Adjacent Locations 

• El Palacio de Hierro Luxury Department Stores 
• Travel Goods Section Digital Displays: 18,400 weekly impressions, 97% international travelers 
• Liverpool Premium Malls 
• Travel Services Area: 23,000 weekly impressions, 85% family vacation planners 
• American Express Travel Offices 
• Exclusive Digital Displays: 8,700 weekly impressions, 100% premium cardholders 

Top 5 Regions/Cities with Highest International Travel Propensity 

1. Mexico City Metropolitan Area 

• Economic Profile: Highest GDP per capita ($25,400 USD), 38% of national luxury spending 
• Travel Spending: Average $2,700 USD per international trip 
• Preferred Destinations: Europe (Spain, France, Italy), United States (New York, Miami, Los Angeles), Canada 
• Travel Styles: Cultural tourism, luxury shopping trips, extended family vacations 
• Key Advertising Locations: 
• Presidente Masaryk Avenue (Mexican "Rodeo Drive") 
• Pedregal and Las Lomas residential areas 
• Reforma Financial District 
• Santa Fe Shopping and Business District 
• Media Consumption: Heavy digital and print media consumers, above-average podcast listeners 

2. Monterrey Metropolitan Area 

• Economic Profile: Second highest GDP per capita ($23,800 USD), business-oriented travel culture 
• Travel Spending: Average $2,500 USD per international trip 
• Preferred Destinations: United States (Texas, California), Canada, Europe (Germany, UK) 
• Travel Styles: Business travel with leisure extensions, luxury family vacations 
• Key Advertising Locations: 
• Valle and San Pedro upscale residential districts 
• Fundidora Convention Center 
• Tec de Monterrey university zone 
• Fashion Drive and Punto Valle luxury malls 
• Media Consumption: High business media consumption, strong radio and outdoor advertising response 

3. Guadalajara Metropolitan Area 

• Economic Profile: Growing tech hub, $19,700 USD GDP per capita, emerging luxury market 
• Travel Spending: Average $2,150 USD per international trip 
• Preferred Destinations: United States (California, Illinois), Spain, Colombia, Argentina 
• Travel Styles: Cultural exploration, food tourism, family vacations 
• Key Advertising Locations: 
• Andares and Midtown luxury retail complexes 
• Zapopan residential district 
• Vallarta Avenue business corridor 
• Universidad Autónoma de Guadalajara area 
• Media Consumption: Strong digital and social media engagement, growing podcast audience 

4. Puebla 

• Economic Profile: Industrial center, $17,200 USD GDP per capita, traditional wealth 
• Travel Spending: Average $1,950 USD per international trip 
• Preferred Destinations: United States, Spain, Italy, France 
• Travel Styles: Cultural heritage tourism, religious pilgrimages, luxury shopping trips 
• Key Advertising Locations: 
• Angelópolis shopping district 
• Atlixcáyotl business corridor 
• La Vista Country Club area 
• Estrella de Puebla observation wheel vicinity 
• Media Consumption: Traditional media preference, growing digital adoption 

5. Querétaro 

• Economic Profile: Fastest growing affluent population, $18,700 USD GDP per capita 
• Travel Spending: Average $1,830 USD per international trip 
• Preferred Destinations: United States, Canada, Spain, France 
• Travel Styles: Wine tourism, cultural exploration, family adventure trips 
• Key Advertising Locations: 
• El Campanario residential area 
• Antea Lifestyle Center 
• Juriquilla upscale district 
• Centro Sur business zone 
• Media Consumption: Balanced mix of digital and traditional media, strong radio listenership 

3. Exactly whom to advertise to 

Top 7 Language Communities with Travel Potential 

1. Spanish (Native) - 94% of Outbound Travel Market 

• Key Characteristics: Strong family-oriented travel decisions, heritage and cultural interest 
• Travel Behaviors: Extended stays, group travel, preference for Spanish-speaking destinations 
• Preferred Destinations: Spain, Argentina, Colombia, United States (Florida, California) 
• Media Consumption: National TV networks, Mexican digital platforms, WhatsApp groups 
• Cultural Nuances: Emphasis on family recommendations, loyalty to Mexican travel agencies 

2. English Speakers - 62% of Outbound Travel Market 

• Key Characteristics: Higher education levels, international business connections 
• Travel Behaviors: Frequent short trips, combination of business and leisure 
• Preferred Destinations: United States, Canada, United Kingdom, Australia 
• Media Consumption: Bilingual content, international news sources, LinkedIn 
• Cultural Nuances: Early adopters of travel tech, comfort with direct bookings 

3. French Speakers - 11% of Outbound Travel Market 

• Key Characteristics: Cultural affinity, gastronomic interests, luxury orientation 
• Travel Behaviors: Extended cultural immersion trips, food and wine tourism 
• Preferred Destinations: France, Quebec, Belgium, Morocco 
• Media Consumption: Franco-Mexican cultural publications, specialized travel blogs 
• Cultural Nuances: High value placed on authentic cultural experiences 

4. German Speakers - 8% of Outbound Travel Market 

• Key Characteristics: Industrial and business connections, engineering professionals 
• Travel Behaviors: Highly organized itineraries, interest in sustainable tourism 
• Preferred Destinations: Germany, Austria, Switzerland 
• Media Consumption: German-Mexican business publications, technical forums 
• Cultural Nuances: Emphasis on planning precision and quality experiences 

5. Italian Speakers - 7% of Outbound Travel Market 

• Key Characteristics: Strong cultural and ancestral ties, fashion and design interests 
• Travel Behaviors: Cultural exploration, extended family visits, fashion tourism 
• Preferred Destinations: Italy, Argentina, Uruguay 
• Media Consumption: Style magazines, cultural event platforms 
• Cultural Nuances: Emotional connection to heritage destinations 

6. Portuguese Speakers - 5% of Outbound Travel Market 

• Key Characteristics: Business connections, resource industry professionals 
• Travel Behaviors: Combined business-leisure trips, beach destinations 
• Preferred Destinations: Brazil, Portugal 
• Media Consumption: Business publications, industry-specific media 
• Cultural Nuances: Growing interest in Portuguese heritage exploration 

7. Japanese Speakers - 3% of Outbound Travel Market 

• Key Characteristics: Automotive and manufacturing industry connections 
• Travel Behaviors: Group travel, organized tours, cultural interest 
• Preferred Destinations: Japan, United States (Hawaii) 
• Media Consumption: Japanese-Mexican business publications, specialized digital platforms 
• Cultural Nuances: Strong planning orientation, research-intensive process 

Top 5 Traveler Segments by Psychographic Profile 

1. Luxury Seekers (23% of market) 

• Decision-Making Factors: Exclusivity, premium experiences, personalized service 
• Spending Patterns: Average $3,800 USD per trip, concentrated on accommodations and experiences 
• Media Touchpoints: Luxury print magazines (Robb Report México, Harper's Bazaar), premium lifestyle websites, exclusive event sponsorships, American Express and Santander Black communication channels 

2. Cultural Enthusiasts (27% of market) 

• Decision-Making Factors: Authenticity, cultural immersion, historical significance 
• Spending Patterns: Average $2,400 USD per trip, focused on experiences and local cuisine 
• Media Touchpoints: Cultural publications, documentary channels, museum partnerships, history and arts podcasts, educational travel content 

3. Adventure Travelers (18% of market) 

• Decision-Making Factors: Unique experiences, physical challenge, natural environments 
• Spending Patterns: Average $2,200 USD per trip, equipment and exclusive access 
• Media Touchpoints: Outdoor magazines, adventure sports channels, fitness apps, environmental organizations, REI Mexico and specialized outdoor retailers 

4. Family Vacationers (21% of market) 

• Decision-Making Factors: Child-friendly amenities, safety, multi-generational appeal 
• Spending Patterns: Average $2,700 USD per trip, accommodation-focused 
• Media Touchpoints: Family publications, parenting websites, school communications, Disney platforms, family YouTube channels 

5. Business-Leisure Blenders (11% of market) 

• Decision-Making Factors: Connectivity, efficiency, cultural engagement opportunities 
• Spending Patterns: Average $2,900 USD per trip, split between business needs and experiences 
• Media Touchpoints: Business publications, LinkedIn, airport advertising, hotel business centers, corporate travel platforms 

4. Exactly how to advertise 

Top Airport Advertising Opportunities 

• Mexico City International (AICM) 
• VIP Lounge Network: 168,000 weekly impressions, 92% ABC+ demographics 
• International Terminal Digital Tunnel: 345,000 weekly impressions, 8.5-minute exposure 
• Baggage Claim Carousel Wraps: 287,000 weekly impressions, 85% international travelers 
• Cost Efficiency: $6.20 CPM, 72% ad recall rate 
• Monterrey International Airport 
• Aeromexico VIP Lounge: 45,000 weekly impressions, 95% business travelers 
• Terminal B Digital Wall: 120,000 weekly impressions, 78% high-income travelers 
• Cost Efficiency: $5.80 CPM, 68% ad recall rate 
• Guadalajara International Airport 
• Main Terminal Skybridge: 97,000 weekly impressions, 73% international travelers 
• VIP Lounge Digital Network: 32,000 weekly impressions, 89% luxury travelers 
• Cost Efficiency: $5.40 CPM, 65% ad recall rate 
• Cancun International Airport 
• Terminal 3-4 Connector: 183,000 weekly impressions, 91% vacation travelers 
• Premium Baggage Claim: 167,000 weekly impressions, 75% international tourists 
• Cost Efficiency: $7.20 CPM, 81% ad recall rate 

Top Magazine and Print Media Options 

• Expansión Magazine 
• Circulation: 85,000 monthly 
• Audience: Business executives, 78% international travelers 
• Cost Efficiency: $34 CPM, 73% reader engagement 
• Robb Report México 
• Circulation: 45,000 monthly 
• Audience: Ultra-high-net-worth individuals, 92% luxury travelers 
• Cost Efficiency: $48 CPM, 86% reader loyalty 
• Architectural Digest México 
• Circulation: 62,000 monthly 
• Audience: Design enthusiasts, 81% cultural travelers 
• Cost Efficiency: $38 CPM, 77% reader engagement 
• Travel + Leisure México 
• Circulation: 72,000 monthly 
• Audience: Affluent travelers, 94% international trip planners 
• Cost Efficiency: $32 CPM, 89% travel intent 
• Food & Wine en Español 
• Circulation: 58,000 monthly 
• Audience: Culinary enthusiasts, 87% culinary travelers 
• Cost Efficiency: $35 CPM, 79% reader engagement 

Digital Travel Portals 

• Despegar.com 
• Monthly Visitors: 3.8 million Mexicans 
• Audience: Middle to upper-middle class travelers, 72% international bookers 
• Cost Efficiency: $13 CPM, 2.3% CTR for premium placements 
• Bestday.com.mx 
• Monthly Visitors: 2.6 million 
• Audience: Family travelers, 68% international trip planners 
• Cost Efficiency: $11 CPM, 1.9% CTR 
• Expedia Mexico 
• Monthly Visitors: 3.2 million 
• Audience: Urban professionals, 81% international travelers 
• Cost Efficiency: $18 CPM, 2.1% CTR 
• Booking.com Mexico 
• Monthly Visitors: 4.1 million 
• Audience: Cross-demographic reach, 75% international bookers 
• Cost Efficiency: $16 CPM, 2.4% CTR 
• TripAdvisor Mexico 
• Monthly Visitors: 3.5 million 
• Audience: Research-intensive travelers, 83% international planners 
• Cost Efficiency: $14 CPM, 2.7% CTR for sponsored content 

Travel TV Programming and Radio Options 

• TV Azteca Travel Programming 
• "Destinos del Mundo": 1.2 million weekly viewers, 75% ABC+ demographic 
• "Viajeros": 950,000 weekly viewers, 82% international travel interest 
• Cost Efficiency: $22 CPM, 68% ad recall 
• Televisa Network Travel Shows 
• "México al Mundo": 1.4 million weekly viewers, 71% ABC+ demographic 
• "Expedición": 1.1 million weekly viewers, 79% adventure travelers 
• Cost Efficiency: $25 CPM, 72% ad recall 
• Radio Shows 
• W Radio "Caminos del Mundo": 780,000 weekly listeners, 83% affluent travelers 
• FM Globo "Destino Internacional": 650,000 weekly listeners, 74% travel enthusiasts 
• MVS Radio "Travesías": 560,000 weekly listeners, 81% cultural travelers 
• Cost Efficiency: $8 CPM, 63% ad recall 

Premium Mall Advertising Opportunities 

• Antara Fashion Hall (Mexico City) 
• Digital Directory Screens: 325,000 weekly impressions, 87% luxury shoppers 
• VIP Lounge Displays: 48,000 weekly impressions, 94% high-net-worth individuals 
• Cost Efficiency: $18 CPM, 71% ad recall 
• Palacio de Hierro Polanco (Mexico City) 
• Travel Services Area: 185,000 weekly impressions, 92% international travelers 
• Luxury Brands Corridor: 275,000 weekly impressions, 88% luxury consumers 
• Cost Efficiency: $21 CPM, 76% ad recall 
• Andares (Guadalajara) 
• Premium Digital Network: 240,000 weekly impressions, 82% affluent shoppers 
• VIP Shopping Concierge Area: 35,000 weekly impressions, 95% high spenders 
• Cost Efficiency: $17 CPM, 69% ad recall 
• Fashion Drive (Monterrey) 
• Main Atrium Digital Wall: 210,000 weekly impressions, 85% luxury shoppers 
• VIP Services Area: 42,000 weekly impressions, 93% high-income visitors 
• Cost Efficiency: $16 CPM, 72% ad recall 

Programmatic OOH Opportunities 

• Smartifo Digital Network 
• Premium billboards with travel intent targeting 
• Locations: Major urban centers, business districts 
• Weekly Impressions: 4.8 million, 72% ABC+ demographic 
• Cost Efficiency: $9 CPM, 65% ad recall 
• MKT Media Digital Screens 
• AI-powered audience targeting capabilities 
• Locations: Shopping malls, financial districts 
• Weekly Impressions: 3.7 million, 68% travel intenders 
• Cost Efficiency: $11 CPM, 61% ad recall 
• IMU Mexico Interactive Urban Furniture 
• Location-based travel messaging 
• Coverage: Major cities' premium pedestrian areas 
• Weekly Impressions: 2.8 million, 75% affluent urban residents 
• Cost Efficiency: $13 CPM, 67% engagement rate 

Connected TV and Streaming Platforms 

• Netflix Mexico 
• Targeting: Travel content viewers 
• Monthly Reach: 5.2 million ABC+ subscribers 
• Cost Efficiency: $28 CPM, 78% completion rate 
• Disney+ Mexico 
• Targeting: Family and National Geographic content viewers 
• Monthly Reach: 3.8 million subscribers, 72% family decision-makers 
• Cost Efficiency: $25 CPM, 81% completion rate 
• Amazon Prime Video Mexico 
• Targeting: Travel and luxury lifestyle content viewers 
• Monthly Reach: 4.1 million subscribers, 75% ABC+ demographic 
• Cost Efficiency: $26 CPM, 76% completion rate 
• HBO Max Mexico 
• Targeting: Premium content viewers 
• Monthly Reach: 2.4 million subscribers, 85% high-income viewers 
• Cost Efficiency: $32 CPM, 84% completion rate 

Premium Travel B2B Publications and Platforms 

• Reportur.mx 
• Audience: Travel industry professionals 
• Monthly Reach: 480,000 visitors, 92% travel trade 
• Cost Efficiency: $35 CPM, 4.2% CTR 
• LADEVI Mexico 
• Audience: Travel agencies and wholesalers 
• Monthly Reach: 320,000 readers, 95% industry professionals 
• Cost Efficiency: $38 CPM, 3.8% CTR 
• Conexión México 
• Audience: Travel operators and DMCs 
• Monthly Reach: 290,000 readers, 91% B2B travel 
• Cost Efficiency: $32 CPM, 3.5% CTR 

Language-Specific Media Channels 

• Spanish Native 
• TV Azteca and Televisa networks 
• El Universal and Reforma newspapers 
• Spotify Mexico Spanish-language travel podcasts 
• English Speakers 
• The News (English-language Mexican newspaper) 
• Mexico News Network 
• Bloomberg Mexico and CNN Expansión 
• French Speakers 
• Le Petit Journal Mexico 
• TV5 Monde distribution 
• Alliance Française network 
• German Speakers 
• Der Weg German-Mexican magazine 
• Deutsche Welle Mexico partnerships 
• Deutsch-Mexikanische Handelskammer platforms 
• Italian Speakers 
• Punto Italia magazine 
• RAI International distribution 
• Italian Cultural Institute channels 
• Portuguese Speakers 
• Brasil-México business publications 
• Globo Internacional distribution 
• CAMEXA Brazilian business network 
• Japanese Speakers 
• México Shimbun newspaper 
• NHK World Japan distribution 
• Japanese Association of Mexico channels 

5. Exactly when to advertise 

Quarterly Calendar of Key Booking Periods 

Q2 (May-June 2025) 

• May 1-15: Summer vacation planning peak (75% higher booking intent) 
• May 20-30: "Hot Sale" Mexico ecommerce event (92% higher travel searches) 
• June 15-30: Last-minute summer deals (65% higher conversion rates) 
• Key Metrics: 45% of annual summer travel bookings made during this period 

Q3 (July-September 2025) 

• July 15-30: Early fall travel planning (48% higher research activity) 
• August 10-25: Back-to-school break planning (52% higher family bookings) 
• September 1-15: Mexican Independence Day extended trips (83% higher luxury bookings) 
• Key Metrics: 58% increase in long-weekend international trip searches 

Q4 (October-December 2025) 

• October 5-20: Early holiday planning (67% higher research activity) 
• November 1-15: "El Buen Fin" shopping event (103% higher travel purchases) 
• November 25-December 10: Christmas and New Year's booking peak (95% higher premium bookings) 
• December 15-30: Winter vacation last-minute deals (72% higher conversion rates) 
• Key Metrics: 62% of annual holiday travel budget allocated during this period 

Seasonal Timing Recommendations 

• May-June: Focus on summer family destinations and European cultural experiences 
• July-August: Promote fall cultural festivals and shoulder season value propositions 
• September-October: Emphasize winter sun destinations and holiday celebration packages 
• November-December: Showcase early booking advantages for Spring 2026 and exclusive holiday experiences 

Pre-Holiday and Vacation Planning Periods 

• Summer Vacation Planning: Peaks 45-60 days before Holy Week and 60-75 days before summer break 
• Winter Holiday Planning: Begins 90 days before Christmas with 45% of bookings made 60+ days in advance 
• Long Weekend Planning: Peaks 30 days before official holidays with 65% higher booking intent 

Cultural and Religious Festivals Influencing Travel 

• Holy Week (Semana Santa): Major travel planning period 60-90 days before Easter 
• Day of the Dead (November): Drives cultural travel interest starting in August 
• Guadalupe Day (December 12): Religious travel planning begins in October 
• Christmas Season (December 16-January 6): Extended holiday planning starts in September 

Travel Trade Shows and Consumer Exhibitions 

• IBTM Americas (Mexico City, June 2025): Major B2B travel industry event 
• Expo Turismo Internacional (Monterrey, August 2025): Consumer-focused exhibition 
• Travel & Adventure Show Mexico (Mexico City, September 2025): Adventure travel focus 
• Luxury Travel Mart (Mexico City, October 2025): High-end travel showcase 

Region-Specific Timing Considerations 

• Mexico City: Higher booking activity Monday-Thursday, peak research 8-11pm 
• Monterrey: Business travel planning peaks Tuesday-Wednesday, leisure on Sunday evenings 
• Guadalajara: Highest conversion rates on Sunday and Monday evenings 
• Puebla: Stronger response to religious holiday promotions, planning begins earlier 
• Querétaro: Weekend research with weekday booking completion, higher mobile usage 

6. Conclusion & recommendations 

Key Takeaways 

• Mexican international travelers represent a growing, high-value market with strong potential for premium destinations 
• Digital transformation is accelerating while traditional media maintains strong influence 
• Language communities significantly impact destination preferences and media consumption 
• Regional differences within Mexico require targeted approaches for maximum effectiveness 
• Timing strategies must align with both universal and Mexico-specific seasonal patterns 

Strategic Recommendations for Media Planning 

• Implement multi-phase campaigns that address both early research and booking conversion periods 
• Allocate 45% of budget to digital channels, 25% to premium OOH, 15% to print, and 15% to broadcast 
• Focus on mobile-first experiences with strong visual storytelling appropriate for Mexican audiences 
• Leverage the influence of extended family decision-making with multi-generational messaging 
• Prioritize authentic cultural connections over price-driven messaging for higher-value segments 

Language and Regional Targeting Strategy 

• Create Spanish-language core campaign with tailored extensions for the top 3 language communities 
• Develop region-specific creative executions accounting for local travel motivations 
• Prioritize Mexico City and Monterrey for luxury and business travel segments 
• Target Guadalajara for family and cultural travel initiatives 
• Deploy specialized messaging for Puebla's religious travel affinity 

Channel Integration Guidance 

• Begin with premium digital and print to establish positioning (May-June) 
• Add high-impact OOH in key locations during peak awareness phases (July-August) 
• Intensify programmatic and social during high-intent periods (September-October) 
• Leverage broadcast media for emotional holiday messaging (November-December) 
• Maintain always-on presence in top digital travel platforms throughout the period 

Timing Strategy Advice 

• Implement "90-60-30" approach: awareness building 90 days before peak booking periods, consideration messaging 60 days before, and conversion-focused campaigns 30 days before 
• Build stronger presence during Sunday-Monday prime research periods 
• Focus high-impact placements during 8-11pm peak booking hours 
• Align premium placements with cultural events that drive travel interest 

Regional Prioritization Framework 

• Tier 1 (45% of budget): Mexico City and Monterrey 
• Tier 2 (30% of budget): Guadalajara and Puebla 
• Tier 3 (15% of budget): Querétaro 
• National Coverage (10% of budget): Broad reach digital and social media