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LAPIZ - Mexico Board of Tourism "Patricias"

A new spot by LAPIZ recently started airing across the United States and Canada featuring Emmy Award-winning actress Patricia Heaton of “The Middle.” After Hurricane Patricia hit the popular Vallarta-Nayarit and Manzanillo tourist region of Mexico, LAPIZ created a new campaign, “Patricia," in only five weeks from the hurricane’s landfall to today to show that the region is open for business. Mexico enlisted the help of Patricia Heaton to show that there are no hard feelings against Patricias, despite the hurricane’s wrath. They’re inviting all of the “good” Patricias to come visit by giving 25 Patricias the chance to win an all-inclusive trip for two to the resort town. In the comical, unexpected new campaign, Heaton takes time on-set to explain that no matter what kind of Patricia you are—Patty, Pat, Trish, Tricia, P-Mom or Pad Thai—you can enter at or use #WelcomePatricias #Sweepstakes by posting a photo or video showing you’re just as ready for a vacation as Mexico was for the storm. Not a Patricia? Encourage a Patricia you know to enter—after all, winners get to take one guest with them.


Advertiser: México

Creative Agency

Creative Agency: LAPIZ

Copywriter: Ines Bellina

Strategist: Isabella Villalobos

Producer: Jorge Arana

Head Strategist: Felipe Cabrera

Associate Creative Director: Travis Klausmeier, Flavio Pina

Senior Account Executive: Maria Bonet

Account Supervisor: Pablo Sabouret, Daniela Barcelo

Category: Services, Tourism, Travel