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In 2010, the government of President Felipe Calderón implemented a Nation Brand initiative with a view to improving Mexico’s image abroad. The primary goal was to close the gap between the world’s perception of Mexico and the country’s reality. To this end, international experts, public relations, communications and advertising companies, and government agencies were invited to form a board to discuss the kind of image Mexico needs to project in order to attract tourists, promote investment and improve international perception of the country. Jaime Díaz and Mónica Pérez analyze this major undertaking from its inception and go into details of its more significant lines of action.