BajaNomad

Baja Launches Drive to Rehab Image

Gypsy Jan - 9-3-2010 at 09:35 AM

Baja launches drive to rehab image
By Sandra Dibble, UNION-TRIBUNE

"TIJUANA, Mexico — The state of Baja California has joined forces with its five municipalities in a $500,000 public relations effort aimed at changing Americans' negative perceptions about the region and winning back the confidence of U.S. tourists.

Leading the year-long campaign is Allison & Partners, a U.S. public relations firm with offices in San Diego. The company signed a $300,000 contract with Baja California officials this week. Tim Wheatcroft, general manager of the firm's San Diego office, said he expects to use a range of approaches "to make sure that the state has a more positive image."

Allison & Partners will work closely with San Diego-based Crossborder Group Inc., a market research and public relations company, as it conducts the campaign.

The project is Baja California's latest response to the decline in tourism it has confronted in recent years. An economic recession , drug-related violence, clogged border crossings and last year's H1N1 swine-flu pandemic have caused the number of U.S. visitors to drop severely. Many hotels and other tourist-oriented businesses in Baja California suffered record losses in 2009, the state's officials said. Tourism authorities there said the downward trend has been reversed slightly, but "even though things are picking up, we don't want to go back to how we were," said Oscar Escobedo, Baja California's tourism secretary.

The campaign will highlight attractions across the state, such as wineries in the Guadalupe Valley, the shorelines of Rosarito Beach and San Felipe, and restaurants in Tijuana and Mexicali. It will target groups that might want to visit Baja California, such as those interested in action sports, cruises, gambling, medical care and culture.

While major news organizations have a policy of underwriting their own expenses, the campaign has set aside $100,000 to pay airfare and expenses for journalists who visit on sponsored trips. Another $100,000 has been earmarked to promote Baja California's image through social media.

Wheatcroft said Crossborder Group will seek out contacts with universities, chambers of commerce and other groups north of the border to encourage tourism in Baja California. One objective will be to cancel travel advisories to Mexico, such as the one issued by the California State University system, and stress that visitors with no criminal ties have not been the targets of violent crime.

"If people are going to write horrible stuff, best thing you can do is drown it out with positive stuff," Wheatcroft said.

Tijuana is key to any image-building project, said Jahdiel Vargas, director of Tijuana's Tourism and Conventions Committee. It is the state's most populated city and the one whose reputation has been most tarnished by the drug-related violence of recent years.

This is the first time Baja California's state government has joined forces with the region's five tourism and conventions committees in a promotional campaign. The state is covering half the cost, while the committees have committed to pay the rest."

Osprey - 9-3-2010 at 10:22 AM

Jan, I think this campaign is well timed and well aimed. Offset the serious stuff with lighthearted things. I can help with a timely joke.

They call Luis Enrique to the scene of a crime on the beach. Somebody told the police that Luis might be able to identify a corpse because he was aquainted with her. The officer in charge held up her head (they didn't find a body) to show the witness: "No, I don't think that's her. She wasn't that tall."

BajaBlanca - 9-3-2010 at 10:44 AM

:lol:

Osprey - Yes, No and Maybe

Gypsy Jan - 9-3-2010 at 02:56 PM

Yes, this campaign is well-timed. The press-attracting violence has calmed down (gone away) and the tourism industry in Rosarito has rebounded this last summer (The Mexicali-in-Rosarito celebration was a big success).

No. I disagree with the very wrongheaded and insensitive statements made by this allegedly savvy PR firm. They have shot themselves in the feet starting out of the gate. How's that for an extremely convoluted mixed metaphor?

Maybe. Although I suspect that money is being spent in the regular old patronage system, where large public statements are followed by nothing, I still hope that some good things will come.

Porky Pig - 9-3-2010 at 03:45 PM

I wonder how they will explain the 1700+ parking meters supposedly going in the Rosarito area. Probably to pay the PR firm. Maybe Immigration will double the cost of the tourist cards:lol:

desertcpl - 9-3-2010 at 05:37 PM

Quote:
Originally posted by Porky Pig
I wonder how they will explain the 1700+ parking meters supposedly going in the Rosarito area. Probably to pay the PR firm. Maybe Immigration will double the cost of the tourist cards:lol:



yes I read about the parking meters,, that will really bring in the tourist for sure :lol::lol::lol:

PP and DT, You Make a Good Point

Gypsy Jan - 9-3-2010 at 06:32 PM

If the parking meters are installed, how many law abiding tourists will just avoid them and go somewhere else? Will the meters require Mondeda National (pesos) or accept U.S. coin?

How will the authorities protect the meters from vandals?

I have so many more questions, but I am going to stop now.

[Edited on 9-4-2010 by Gypsy Jan]

desertcpl - 9-3-2010 at 06:59 PM

I agree Jan

yes will tourists have to pay in pesos?



I for one have been to Rosarito many many times over many years,, this does not bring a warm and fuzzy feeling to me.

I know things are tough ,but to do this? what are they thinking?

I for one will just keep moving to some place else.

I have alot more questions about this, any one want to join me on this.

who is going to keep up the maintenance and the calibration
on the meters, I would be afraid if I did use the meters, and the red flag went up , my car would be inpounded

[Edited on 9-4-2010 by desertcpl]

BillP - 9-3-2010 at 06:59 PM

Quote:
Originally posted by Gypsy Jan

How will the authorities protect the meters from vandals?


Conjures up the scene from Cool Hand Luke, don't it?

sd - 9-3-2010 at 07:00 PM

Maybe thay can replace the boats that were recently stolen off their moorings at Hotel Palmas De Cortez (los Barriles), 4 or 5 in one night from reports I hear.

BCS, a beautiful place but not without it's problems. I still make the trip, but lock everything up well.

Another Thing - Tow Trucks!

Gypsy Jan - 9-3-2010 at 07:13 PM

The tow truck companies (gruas) already have a fierce presence in Rosarito.

Can you imagine how much they are anticipating and salivating over the new opportunities for additional revenue (cough, extortion)?

desertcpl - 9-3-2010 at 07:17 PM

Jan

that was what I was talking about, my car being inpounded
(towed off and held for mordida)

[Edited on 9-4-2010 by desertcpl]

desertcpl - 9-3-2010 at 07:19 PM

Quote:
Originally posted by sd
Maybe thay can replace the boats that were recently stolen off their moorings at Hotel Palmas De Cortez (los Barriles), 4 or 5 in one night from reports I hear.

BCS, a beautiful place but not without it's problems. I still make the trip, but lock everything up well.


what does this have to do with parking meters, I said I will keep moving on to some place else in Baja

:?::?::?:

sd - 9-3-2010 at 07:27 PM

desertcpl-

Post is "Baja Launches Drive to Rehab Image"

My image of Baja changes when an area I love has several boats stolen in one night from a very busy hotel popular with travelers who come to fish and relax.

Does everyone look away?

As I stated, I still frequent this area, but many friends have stopped going because of various crime issues.

desertcpl - 9-3-2010 at 07:34 PM

Quote:
Originally posted by sd
desertcpl-

Post is "Baja Launches Drive to Rehab Image"

My image of Baja changes when an area I love has several boats stolen in one night from a very busy hotel popular with travelers who come to fish and relax.

Does everyone look away?

As I stated, I still frequent this area, but many friends have stopped going because of various crime issues.


okay, now I understand your post,, I thought you was responding to the parking meters.

and yes I have seen the posts about the stolen boats, its really a sad thing, its got to hurt the businesses and tourism in the short and long term

Woooosh - 9-3-2010 at 07:36 PM

Quote:
Originally posted by desertcpl
Jan

That was what I was talking about, my car being inpounded
(towed off and helded for mordida)

For all of about 200 pesos you'll get it back, in the states it'd be $200 or more. Still a bargain in Baja. That's if it was a legit tow truck. If not you- can still buy most of the parts back at the swap-meet on Sunday. I'll bet dollar to donuts if you're at an expired meter- any tow truck that picks it up would be unchallenged.

What are the plusses for Rosarito tourism this week? New parking meters and a shrinking beach? Yup, still stuck on stupid. But I have heard the Rosarito rental market is heating up- not sales, but rentals. And the new convention center location east of the toll road at dead man's curve has a sign now which sort of explains why the Noas project people across the street are one of the few condo buildings going up fast.

sd - 9-3-2010 at 07:40 PM

Not to worry,

I will soon do my part in depositing some cash to the East Cape economy. Most are great people who live and work there.

And no parking meters!

Sad to know that I now need to lock the Hotel room door.