Challenge. To exceed the results of the campaign launched the previous year and consolidate the principle of the strategy: Tlaxcala is a huge State.
Solution. Taking the opposite direction of all the "aspirational" tourism offer of the moment, we made the people of Tlaxcala themselves the protagonists of the communication of their State, because the greatness of a State is in the heart of its people.
Results. The pride of the residents to see themselves in the campaign, started a movement of quality in the tourist service that not only helped to exceed the results of visits of the previous year by almost 50%, but also increased the economic revenue per days of stay. The National Conference of Governors of Mexico (CONAGO) recognized Tlaxcala as the state with the highest tourism growth in Mexico during 2011 and 2012.
