Creating an activation at the NY Food & Wine Festival to highlight Mexico’s rich history as one of the best food destinations in the world.

CHALLENGE:

Change the reputation of Mexico’s tourist industry into a culinary destination by highlighting the country’s unique cuisine.

SOLUTION:

A series of Mexico-sponsored events in partnership with the New York City Wine & Food Festival.

Mexico’s involvement with the NYCWFF featured multiple chefs, events, and locations to create a multi-layered experience for festival attendees. The culinary partnership began months before the actual festival itself, with “Visit Mexico” sending several American- based chefs to various destinations throughout Mexico. Once there, the chefs were partnered with renowned Mexican chefs to learn about the unique flavors and techniques of Mexican cooking.

The chef duos then collaborated on a cooking demonstration based on what they learned during their trip, held over the course of 3 days at the Mexico Pavilion at the Grand Tasting during the NYCWFF.

Mexico also sponsored two sold-out evening events during the NYCWFF: Dinner with Enrique Olvera and Jordi Roca and Tacos & Tequila hosted by Aaron Sanchez. Dinner with Enrique Olvera and Jordi Roca was hosted at Cosme, Olvera’s highly acclaimed and first restaurant in the United States. Chef Olvera’s restaurant Pujol in Mexico is ranked No. 16 on the list of the World’s 50 Best Restaurants and Chef Roca is the pastry Chef at El Cellar de Can Roca, the No.1 Restaurant in the world. Tacos & Tequila is one of the main events during NYCWFF and featured over 15 mixologists and chefs with their delicious signature taco creations, located in URBO in Times Square. The event was hosted by Chef Aaron Sanchez, co-star of Food Networks hit show “Chopped” and host of the Cooking Channel’s “Taco Trip.”

RESULTS:

Mexico’s presence at the NYCWFF was everywhere: from printed collateral to event signage to even the lanyards holding the ticketed passes, effectively promoting Mexico tourism to more than (INSERT NUMBER) festival attendees.