Think about vacationing in Mexico. If you’re like most people, what comes to mind is chilling on the beach. Now, think of the last article or TV news spot you saw on Mexico. Again, if you are typical, what may surface in your brain is a news item on the drug-related violence of the cartels. This was the situation facing the Mexico Tourism Board and their lead communications agency in 2010. Yet by addressing the elephant in the room they have worked to rebrand Mexico and challenge what consumers, travel partners and the press thought they knew about the country. As a result, 2011 saw significant improvement in Mexico’s brand metrics and, more importantly, record tourism.