New York - Travel Agent was on the scene last week at the launch party for the Mexico Tourism Board's new "Live It to Believe It" marketing campaign for Riviera Nayarit and Puerto Vallarta. The presentation took place at the New York Museum of Natural History in the Hall of Ocean Life.

The event began with a brief pause to remember the victims of the recent storms in Acapulco. "We feel obliged to give back to this resort destination that has given so much to so many over the past six decades," Mexico officials said, noting that tourism officials have begun conversations with Tourism Cares for a program to help rebuild the destination.

After that Eduardo Medina-Mora, Mexico's ambassador to the United States, took the stage to introduce the new marketing campaign. "The real voyage of discovery does not consist of seeking new landscapes but seeing with new eyes," Medina-Mora said, quoting Proust. "This campaign will transform the way we think of this destination."

Then officials explained how the new marketing campaign was part of a five-point program aimed at increasing tourism to Mexico. Currently, tourism to Mexico is outpacing the world, with international air arrivals up 7.2 percent year-over-year as of the end of July, as compared to a gain of 5.2 percent globally. This increase includes gains in market share from the United States.

With the new campaign Mexico tourism officials plan to emphasize revenue over volume once more, increase market share in the United States, accelerate market diversification, pursue first-time visitors while retaining a high rate of repeat visits and diversify Mexico's tourism offerings.

That theme of diversification and seeing Mexico with new eyes was reflected in the campaign's two new TV spots. The first, for Vallarta-Nayarit, opens with the question "How can you explain the unexplainable?" and highlights both the natural beauty and luxury offerings of the destination. (Watch the Video on YouTube)

The second TV spot, for Mexico City, focuses on encouraging repeat visitors. It opens with the remark, "The more I remember this place the more I want to go back," and showcases both the historical offerings of Mexico City as well as its current status as an on-the-rise metropolis. (Watch the Video on YouTube)

Both TV spots are set to air next month. Mexico tourism officials are also in the midst of producing additional television spots, the first of which will focus on the Yucatan. This campaign will also include a Times Square advertisement, ads on double-decker buses in major U.S. markets, and $36 million spent across various media and PR platforms through the end of the year.