-Secretaría de Relaciones Exteriores-

Cultural Catalog

digital

WE INTRODUCED MEXICO’S
RICH CULTURE TO THE WHOLE WORLD

Activity
Digital

Coverage
WORLDWIDE

Date
Permanent

Mexico is a country that has a great diplomatic tradition and historically its foreign service has displayed great performance, which has allowed us to have ties with more than 193 different countries. Mexico has 150 foreign representatives – 81 embassies, 67 consulates (50 in the U.S. alone), and 7 permanent missions.

There is no doubt that Mexico’s foreign ties go beyond political into a friendship that is nourished by our history and rich culture.

OBJECTIVES –

To generate a digital tool to broadcast around the world a good amount of Mexican culture through diplomatic representatives in an accessible, organized and economically reasonable way, but most importantly in a way that could be updated in real time.

Challenge –

The Mexican cultural umbrella is so wide that communicating those things beneath it to foreigners has been complicated and disorganized work. Production of the cultural promotion print magazines was a 6-month process plus arrival time, and these were updated only once a year. How could we create a quicker and more organized way to communicate out culture to the world?

The idea –

Together with the secretary of foreign relations (Secretaría de Relaciones Exteriores) and the Mexican International Cooperation for Development Agency (Agencia Mexicana de Cooperación Internacional para el Desarrollo), we launched the Cultural Promotion Program on a digital platform that updates the countries cultural information in real time.

HOW DID WE DO IT? –

We developed an intranet designed specifically for Mexico’s consuls and ambassadors abroad who can view all the information on the site that is updated regularly. The representatives can also schedule dates, request information for events, manage their budget online and advertise promotional fairs for tourists or special galas.

The system also allows you to download and print documents with important information for any event and promote Mexico’s culture.

CONCEPT –

We created the Cultural Promotion Program, a digital platform that simplified labor management, and has an information feed that is updated everyday first hand.

Art, history, traditions, cuisine, colors and flavors of Mexico available for other Mexicans to advertise around the world.

«All Mexican cultural information in a single place».

What were the results of the site?

1,300+ users

The platform is used by more than 1,300 registered users on the Mexican Foreign Services template.

Steady flow of information

Weekly update and exchange of 100 documents on average, equivalent to about 500 GB of information per month.

Optimizing Budget

300% increase in budget effectivity by better allocation of funds as well as administative and operational savings.

Platform use

The platform traffic is 378 users on an average daily basis with a navigation time of 43 minutes.