Brand USA, the public-private partnership responsible for launching the United States’ first-ever nationally coordinated tourism-marketing effort, named Adnova, Comunicacion Estrategica its international representation firm for Mexico and Central America, through 2015.

“Mexico and Central America continue to show steady growth in both visitation and spend for inbound travel to the U.S.,” said Alfredo Gonzalez, Senior Vice President of Global Market Development for Brand USA. “Brand USA is confident that with the market expertise and experience in representing U.S. destinations, Adnova will leverage our resources to expand the footprint of the United States as the premier travel destination in these Latin American markets.”

As the representation firm for Brand USA, Adnova is responsible for strengthening the awareness of the United States through strategic market analysis and planning, sales-trade, marketing, public relations, advertising, branding, social media, creative development, event planning, promotions, social media and co-operative programs.

Adnova, Comunicacion Estrategica, was founded in Mexico City in 2004, as a pioneer for the implementation of strategic marketing programs in Mexico and Central America combining an innovative approach with best practices in trade and public relations.

Today, Adnova is the marketing representative for three of the largest U.S. tourism destinations:

  • Las Vegas Convention and Visitors Authority (LVCVA)
  • Disney Parks and Resorts (Anaheim and Orlando)
  • Nevada Commission on Tourism (NCOT)

“Our main objective is to promote international destinations in Mexico and Central America by developing tourism promotions, cooperative marketing programs and strategic initiatives targeted to the regional market segments that attract a diverse consumer base,” said Benjamin Diaz, President of Adnova.

For three years, Adnova’s founding partners were responsible for implementing the brand strategy for the Mexico Tourism Board, developing governmental programs associated with advertising, promotion, social media and public relations domestically and internationally.

Adnova has an extensive business network with key strategic partners in all areas of tourism development around the region, including: airline market leaders, major trade associations, key players in MICE and leisure industries, government networks (federal, state and local/municipal levels) as well as wholesale operators, travel agencies and OTAs in Mexico and Central America.


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