Published April 10, 2013
Cozumel, Mexico – A tourism campaign for the Caribbean island of Cozumel will feature the Dallas Cowboys Cheerleaders thanks to an agreement between the NFL team and Mexican tourism officials, a team representative said.
The photographs being used in the campaign were taken around Cozumel for the squad's 2014 calendar, which is expected to sell more than 200,000 copies, Dallas Cowboys Cheerleaders Kelli Finglass said.
The images will be used for ads in magazines that cover American football and television spots aimed at the NFL team's fans.
"This is the best place we have been. It is not the first time, but it's not going to be the last time we come to Cozumel because it's a place you have to see," Finglass said.
About $300,000 was spent to cover the cheerleading squad's transportation costs, Quintana Roo Gov. Roberto Borge said.
Hoteliers provided lodging for the more than 60 people who spent a week visiting the island's best known attractions for photo shoots.
Promotional campaigns like this are expected to help increase the percentage of tourists who return to Cozumel, Quintana Roo Tourism Secretary Juan Carlos Gonzalez said.
"As of now, 43 percent of tourists who visit Cozumel return to visit us and we believe that these types of campaigns will help us increase that figure," Gonzalez said.