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US-Mexican Development Corporation

We represented this client and its own client, The Council of Mexican Businessmen (which reported to the President of Mexico). Our mandate was to improve the image of Mexico in the United States among the general American public and the American investment community.

Every quarter of every year, for five years, we would script, shoot and edit positive news stories about Mexico (shot in Mexico) for distribution to newscasts at local commercial news stations across the USA. We would develop at least three stories each quarter--on tourism, business opportunities in Mexico and a cultural story. Pickup was significant during each of these quarters. In addition, we would prepare a lengthier five to ten minute story for placement with public television stations, which used these stories as in-between program filler...and ran them for weeks, if not months on end.

This campaign ran from 1987 to 1992, and we noticed that US-Mexican relations during that time improved, along with perceptions and impressions of Mexico by Americans.