The message and media worked together because the campaign concept is that 'Only In Mexico' can you live an experience beyond your imagination. Therefore the 'Only In Mexico' truck was the only way to show the unique experience people could live if they visit Mexico. Showing the mobile beach with people having fun in there was the perfect invitation to come to Mexico and live that experience. The brand message was delivered and was key in encouraging the target market to think of Mexico as their next travel destination.

A total of 104 event days were executed at 112 unique locations. The tour impacted over 2 million consumers and generated over 400,000 direct interactions with potential consumers. 8,800 consumers expressed an immediate interest to travel to Mexico in the short term. Additionally, as the truck attracted a lot of attention wherever it went, it was well covered by local TV news and newspapers.