Overview
- The campaign, which launched this week, put five to six wrapped trolley cars into service on MTS Blue, Orange and Green lines for about ten weeks to coincide with Comic-Con and peak summer ridership.
- A Baja California edition of the Consulate’s Ventana a México opened in July at the Mexican Consulate in San Diego with Tecate as the first featured municipality and daily informational modules, crafts and brochures.
- MTS officials cite roughly 125,000 daily trolley riders as the campaign’s audience and say the ads are aimed at frequent cross-border travelers who have reduced visits over safety concerns.
- The promotion uses multiple elements beyond transit ads, including an acoustic contribution from singer Julieta Venegas available on the state’s tourism site.
- Baja officials frame the push as part of a wider tourism-recovery strategy that leans on U.S. road-trippers — who provide about 35–40% of weekend visitors — after the state drew roughly 28.2 million visitors in 2024.