The rediscovery of Mexico City: a case study in commitment planning, and competitive marketing communications.

Travel Agent, May, 2002 by Colon, William

Barely two years ago Mexico City tourism was in deep trouble, its blip on industry radar screens gone. In fact, the city was experiencing the worst of marketplace fates: It had been virtually written off as a leisure destination by the industry and the media were reporting only negative news. Mexico City had lost its competitive legitimacy. Upon close examination, the reasons, stretching back 15 years, were clearly evident.

In September of 1985 an earthquake measuring 8.1 on the Richter scale destroyed parts of the city and took more than 10,000 lives. After a brief, but intense ...