Ogilvy PR Worldwide inked a 10-month ad/PR contract with Mexico's Ministry of Tourism to pitch the country as a global business partner and unrivaled tourist destination, according to its Oct. 17 Justice Dept. filing.

The contract, which went into effect March 1, is budgeted from a minimum $24.5M to a maximum $61.3M, depending largely on the amount of agreed-to advertising spend.

Ogilvy is targeting the U.S., Canada, France, U.K., Spain, Germany, Japan and either China or Russia.

The WPP unit provides the Mexicans message development, crisis management, social/digital media strategy, outreach to opinion leaders and media buying services.

Allison & Partners, APCO Worldwide and Qorvis Communcations have worked with Mexico on tourism issues over the past two years.