Cancun Convention & Visitors Bureau Tackles U.S. Passport Changes Head-on with Destination P.R. Campaign.

CancE[bar]n Tourism Officials Launch "V.I.P., Very Important Passport" Program Encouraging U.S. Visitors to Spread the Word About New Passport Law

CANCUN, Mexico -- CancE[bar]n's top tourism officials are not waiting for the U.S. State Department and travel industry to acquaint Americans with new U.S. passport laws that go into effect next year. The CancE[bar]n Convention & Visitors Bureau (CVB), the agency responsible for attracting tourists to Mexico's most popular destination, has swung into action with a wide-reaching destination-wide program reminding U.S. visitors that they will need a passport when they visit CancE[bar]n starting January 8, 2007.

"Our campaign will reach virtually every American visitor vacationing in CancE[bar]n for the next three months," said Artemio Santos, chief executive officer for the CancE[bar]n CVB. "We are reminding our visitors, as well as their friends and relatives, that passports will soon be mandated for U.S. air travelers starting January 8, 2007."

The elements of the campaign will eventually include almost every tourist business in the CancE[bar]n area. "We are providing tourism businesses like hotels, restaurants, shops, and attractions with the necessary information and tools to reach visitors to CancE[bar]n several times during an individual vacationer's stay. This is a destination-wide undertaking," said Santos.

The campaign includes:

Co Posters headlined "V.I.P. Very Important Passport," accompanied by relevant U.S. passport information and the U.S. Department of State Web site address. The posters are designed to be reminiscent of the interior pages of a U.S. passport and will be posted in high-traffic U.S. vacationer sites.

Co Two different versions of dollar-bill size coupons featuring the "V.I.P. Very Important Passport," message will also be featured. One version is from the CancE[bar]n CVB. The other version of the coupon can be imprinted by local retailers with an individual message of their own, ranging from a discount to special value offers. Santos estimates that more than a half-million coupons will eventually find their way into circulation.

"We want American vacationers to take the passport message and share it with others," said Santos. "Our program will reach well beyond CancE[bar]n."

For years, American adults needed only a valid driver's license and birth certificate to go back and forth between the United States and Mexico and most Caribbean islands. Children needed just birth certificates. But as of Jan. 8, 2007, passports will be required for almost everyone entering the United States through airports, no matter where they are coming from. Information about renewing a U.S. passport, is available at: http://travel.state.gov/passport/passport_1738.html

About CancE[bar]n - www.cancun.info

Mexico's most popular destination, CancE[bar]n is situated on the northeastern tip of Mexico's Yucatan Peninsula. The destination is renowned for its 16-mile stretch of white sandy beaches, world-class hotels, exceptional recreation features, and proximity to historic Mayan archeological sites. Visitors to CancE[bar]n can enjoy the Mesoamerican Reef, the second largest coral reef in the world, and action-packed participatory sports activities that capitalize on CancE[bar]n's exceptionally clear, blue waters.

Reflective of the destination's increasing popularity, the CancE[bar]n International Airport is undergoing two renovation projects to accommodate the 170 direct or connecting flights that arrive at CancE[bar]n daily, as well as future increases in flight service.

Graphics of the CancE[bar]n passport posters and coupons are available on request.