Mexican winters are warm and bright. German ones are the complete opposite.

To promote the destination, we wanted every visitor to experience firsthand what Mexico has to offer by bringing some of its warmth and light to the German winter in a visually powerful and compelling way. By creating a unique installation on site, we were reminding every potential traveler that it was time to take a vacation… to Mexico.

Needing a visually powerful and compelling communication, we created an installation that reminded everyone that winter in Mexico was warm and sunny with long hours of daylight.

After months of research and collaboration with technicians and artists, we created the “Melting Neon” sign: a 1-ton, 5 meter-high welded iron structure with 47 independent molds. Each had to be individually frozen and installed in a process that took more than 5 hours per day. In addition, it was crafted using 80 meters of wires, 90 meters of neon tubes, and 0.2 cubic meters of ice per day. The light and warmth generated by the neon sign melted the ice and the installation lasted for an average period of 10 hours a day. People could touch the billboard, making the ice melt faster.

The structure was in view of 180,000 visitors and travel industry professionals from over 80 countries. Live reactions were extremely positive and more importantly, traffic to visitmexico.com site coming from Germany increased x2.33 times vs. average. When our video was posted on social media, the message that was intended to be local, became global, receiving a warm welcome from countries like Australia, India, the US and Norway; over 37 million impressions were generated within the first week, 1.476 million reach in Mexico’s Facebook page only. The short and long format videos got 30,000 views and engaged over 1,100 people, more than 90% of them in a positive way.