To position Mexico as a premier global culinary destination, Elevate activated a high-impact series of sponsored events at the New York City Wine & Food Festival.

The goal was to shift perceptions of Mexico’s tourism industry, positioning the country as a must-visit destination for its unique and diverse cuisine.

Elevate orchestrated a partnership between the Mexico Tourism Board and the New York City Wine & Food Festival, creating a multi-layered culinary experience for festival attendees. Through "Visit Mexico," American chefs traveled to Mexico to learn local flavors and techniques from renowned Mexican chefs, then returned to lead collaborative cooking demonstrations at the Mexico Pavilion during the festival’s Grand Tasting. Mexico also sponsored two sold-out evening events: Dinner with Enrique Olvera and Jordi Roca at Cosme, and Tacos & Tequila hosted by Aaron Sanchez in Times Square. Through activations, signage, printed materials, and lanyards, Mexico promoted tourism to over 50,000 festival attendees.