Mexican President Launches New 'Vive Mexico' Campaign

WASHINGTON, DC, May 27 (MARKET WIRE) --
Mexican President Felipe Calderon launched the 'Vive Mexico' (Live
Mexico) campaign on Monday, to promote tourism and counteract the effects
of the recent health emergency.

Together with Margarita Zavala, the first lady, and speaking before top
businessmen, athletes, academics, singers, actors and other leading
Mexicans, the president called for all Mexicans to promote the country as
a tourist destination full of life and attractions at an unbeatable value.

"Let us tell the whole world that we are a strong nation, with a unique
unity and identity. That no matter how hard or difficult the tests we have
to face, particularly at the present time, Mexico is united and will
overcome them," said President Calderon, speaking at the presidential
residence Los Pinos.

He also said that the government is spending the record amount of $91
million on the campaign.

"This is also about combining talents and efforts to attract tourists, not
only from abroad, but also and especially, so that we Mexicans visit our
own cities, our own states, that we visit our parks, our theaters, our
tourist centers, our restaurants, to give a fresh impetus to all these
activities that are the livelihood of hundreds of thousands of families,"
he added.

This was the official launch of the 'Vive Mexico' campaign, which will be
shown throughout various media outlets. The campaign includes the
participation of celebrities from all areas of Mexican life, who act as
ambassadors to Mexico by spreading the message that it is a unique and
safe place to travel.

Following a preview of the campaign, videos were shown featuring Placido
Domingo, Lorena Ochoa, Alejandro Fernandez, Diego Luna, and Rafael
Marquez, inviting viewers to come and 'Vive Mexico.'

Businesses and business leaders are also part of this movement to promote
tourism, presenting once in a lifetime special offers to attract domestic
and international visitors, especially during the summer months.

Tourism Secretary Rodolfo Elizondo explained during his speech that the
promotion efforts go beyond the traditional campaigns used under normal
circumstances.

"We are mainly promoting employment, opportunities to develop, and peace
of mind for the many families that benefit each time other families
decide to take a break and discover Mexico's tourist attractions," he
said.

Monday's event was hosted by Rebeca de Alba, one of Mexico's leading
television presenters. The audience included cabinet members, ambassadors
from all over the world, and businessmen such as Carlos Slim, one of the
wealthiest men in the world. Also present were leading members of the
tourism and airline sectors, including Miguel Aleman of Interjet, Jose
Luis Barraza of Aeromexico, Pedro Aspe of Volaris, and Gaston Azcarraga of
Mexicana de Aviacion.

Actors, singers and television personalities including Mana, Ana Claudia
Talancon, Barbara Mori, Benny Ibarra, Xavier Lopez, Aleks Syntek,
Emmanuel, and Marco Antonio Solis, among others, were present as well.

Sitting next to the president himself was Javier Aguirre, coach of the
national soccer team. Others in attendance included Enrique Krauze, the
historian; "Pipino" Cuevas, the boxer; and the world-famous flautist,
Horacio Franco.

For more information, visit www.informationmexico.org

Contact:
Matt Lauer
202-683-3127
mlauer@qorvis.com

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