MEXICO CITY (AFP) - Mexico on Tuesday (April 5) named a new ambassador to the United States who it said would tackle the "anti-Mexican atmosphere" generated in the US presidential campaign.

Mexican President Enrique Pena Nieto promoted his current consul in Los Angeles, Carlos Sada, to ambassador in Washington in what his government called a shift in strategy.

Foreign Minister Claudia Ruiz Massieu said the move was prompted by "the anti-Mexico atmosphere, which is largely due to lack of knowledge about our country."

Republican contender Donald Trump has branded Mexican immigrants drug smugglers and rapists during his campaign for the presidential nomination.

He has promised to build a wall to keep migrants out and force Mexico to pay for it.

"We had to implement a strategy focused on protecting our community but also on projecting Mexico's image," Ruiz said on the radio, explaining the change of ambassador.

She did not refer to Trump directly.

An engineer by training, Sada is not a career diplomat but has held several consular posts in the United States and Canada.

He replaces Miguel Basanez who has been ambassador for just eight months.