The agency's London office partnered with Olabuenaga Chemistri, an off-shoot conflict shop of Leo Burnett Mexico, in a pitch against a number of undisclosed agencies from around the world. The incumbent on the account was McCann Erickson Mexico.
Leo Burnett London will now lead the creative for the work that will appear in the London market. It will also partner Olabuenaga Chemistri when creating global campaigns for the tourist board.
The agencies will work on creating campaigns, including TV, press and poster executions, to promote the country as an all-year-round holiday destination.
The tourist board is aiming to position Mexico as a challenger to destinations such as Australia and the West Indies.