Posted on by Admin
Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene
AeroMexico offers discounts based on how Mexican one is
23 Jan
With the whole immigration business becoming an increasingly touchy subject since President Trump took over, racial division is at its peak
With Mexico being at the center of it all, its biggest airline has come up with a hilariously innovative marketing gimmick to change the them vs us dynamic and unite people instead of polarizing them racially.
AeroMexico is offering discounts based on just how Mexican you are.
The airline went to this small town southwest of Houston to show the impact of generations of immigration between Mexico and U.S. and to underscore that we’re not as different as we may think.
Texans took DNA tests to find out just how Mexican they are, and some of the reactions to the results are gold. But the real treasure is in how this creative idea undermines a prejudice that’s become far too pervasive.
Apparently there are people who refuse to travel to Mexico. Maybe they hate tortillas and tequila?
Ironically people live in the US state that used to be part of Mexico and like it or not there many people there have a Mexican heritage.
Aeroméxico, the national airline of Mexico, decided to prove that fact and drum up a little business at the same time. Traveling throughout the Southwest U.S., the airline and agency Ogilvy Mexico found people who insisted they’d never want to go to Mexico. Then they gave them DNA tests to reveal any Mexican ancestry and offered flights with discounts based on the results. The more Mexican DNA, the higher the discount.
After Texas, the project continued through Colorado, Utah and Nevada. All told, 54 percent of the people tested showed some Mexican heritage. Remember, these were all people who said they’d never want to visit but naturally when offered a discount based on their lineage, opinions may differ.
MARKETING Magazine is not responsible for the content of external sites.
he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
