- Index hide
The CANACO of CDMX estimated the economic benefit in Mexico City at more than five billion pesos, from celebrations such as the Day of the Dead.
SEDECO estimates sales of 117 million pesos, for the commercialization of Cempasúchil.
Like the celebration of the Day of the Dead, other festivities are paramount in the markets when they are measured as Halloween or Christmas.
The celebration of the Day of the Dead, at least in Mexico City, could leave an economic spill of five thousand 287 million pesos, as projected by the National Chamber of Commerce, Services and Tourism of Mexico City. This represents a 25.5 percent more income, compared to 2021, but if we compare with pre-pandemic figures, the amount added up to just one 7.2 percent less compared to 2019. In the midst of these figures, the brands have taken the opportunity to motivate interest in this celebration and firms such as Sofitel have commissioned their marketing manager for activations that are surprising for showing a House of flowers of cempasuchil on avenue Reform.
Marie Fiev, Marketing & PR Manager of Sofitel Mexico Cityspoke with Merca2.0 about the famous Cempasúchil flower house which, together with other important brand activations, has consolidated a key task: understanding the consumer as he did The Coastallaunching a campaign inspired by these dates.
Merca2.0 – What is this Cempasúchil flower house that has appeared in Reforma about?
Marie Fievet – We were already in discussions with Jean Paul Gaultier, who has been giving this homage to the Day of the Dead, which is this Mexican cultural tradition, for a few years now. He fell in love with all this symbolism and three years ago they collaborated at the Anahuacalli museum. , another in the Casa Azul and later a huge skull in Reforma, which gave a Day of the Dead atmosphere with a French touch with these marine prints, it is represented with white and blue stripes.
This year they were looking for another place to activate and honor the Day of the Dead, and conversations naturally began with Sofitel, which is a French brand, and for having a house from the 1930s in front of the hotel, built by a French family who lived until the 70s
When the hotel was built, they wanted to leave that house, which is a French legacy and for the hotel, and now it is the “Freehouse” bar, with a cocktail service in a place that allows its space to be converted into Day of the Dead.
Within the space on the first floor, the bar is set by a world around men’s perfume, with an “old school” universe, it is open to the public from November 22 to 3.
What is the importance for hotels of making an alliance with these personalities such as designers?
MF – Hotels are spaces to give life to events and collaborations, part of the brand always pays homage to Mexico and France. For Sofitel it is the beginning of many activations that you think about when preparing it. For the brand it is rather to present something immersive or experiential. What we want is to give this balance of our French legacy, it is like French luxury, that is, “art of living”.
These actions by brands around seasonality have motivated studies such as “The Most Popular National & Religious Events”, where it was identified which dates are key for the consumer such as Thanksgiving, Christmas and Thanksgiving Day. Mothers, which were the main holidays for consumers in the United States and the perfect pretext to take advantage of special dates or seasonality, which in marketing is the background of promotions.
Based on the study, the main seasonal dates in the market are Thanksgiving, important for 81 percent, while Christmas barely reached a popularity of 77 percent.
Good morning from the Sofitel on Paseo de la Reforma#Day of the Dead pic.twitter.com/DLN66A3ncR
– Eduardo Dina (@lalodinaa) October 24, 2022
#Sofitel #MexicoCity #Reform pic.twitter.com/fdNr08BBfS
– Ivan Guerra (@ivanguerramex) October 24, 2022