The Truth About “Mexico, The Place You Thought You Knew”

Mexico’s slogan “Mexico, The Place You Thought You Knew” is now more appropriate than ever, as industry professionals are challenging the negative misconceptions and shining light to the positive Mexico.

Mexico Campaign

Mexico, The Place You Thought You Knew

After Mexico’s first big hit to tourism in 2009 due to Swine Flu reports, Mexico knew it had to quickly take action to recover a decline in tourists. Releasing a welcome back video and being commended by president Obama for how the well the crisis was handled, Mexico started seeing a recuperation of their numbers in early 2010 and it looked like Mexico had weathered the storm.  Shortly after Gloria Guevara took place as the new Secretary of Tourism, The Mexico Tourism Board  launched a new campaign and initiative,  “Mexico, The Place You Thought You Knew”. These were a set of advertisements to arouse the curiosity of tourists by showcasing not only beach destinations,  but also the natural wonders, modern aspects and cultural hertiage that some people may have never tought exitsted in Mexico. With this they also revealed “the Routes of Mexico” which were 10 touristic  routes that connected the 31 states and Mexico City.  However, right around this time also began the slew of media reports about increased drug-related violence in Mexico. The reports started again negatively impacting tourists decisions to visit Mexico, painting mexico with one large brush instead pinpointing the trouble (border) areas. This came as a bad time, as the campaign was aimed at convincing tourist to venture beyond the beaches. The new initiaves that The Mexico Tourism Board put forth were starting to receive criticism.

Now in 2011, Mexico declared its “Year of Tourism” and strive to be one of the top tourist destinations in the world. Numbers have positively shown the recuperation of incoming tourists after the misconceptions of the past 2 years. I think the slogan “Mexico, The Place You Thought You Knew” is now more appropriate than ever, as industry professionals are challenging the negative misconceptions and shining light to the positive. I sincerely belive that the campaign is powerful and provoking and deserves more exposure.

What I connected with most about this campaign, is that it precisely correlated with aspiration in life,  to show others all the wonderful things that Mexico has to offer, beyond the beaches. The culture, the history, the natural wonders, the opportunities- finally, people would know!   Of the 5 released print advertisements, I have had the pleasure to experience 3 of them first hand. Of the videos released, I’ve luckily experienced all of them. The great thing about this campaign that I want to demonstrate is the certainty that it’s not embellished and these spots truly exist  and exemplify remarkable places . To prove the fact that it is as beautiful as they make it seem, here are the ad’s compared to my personal photographs.

Mazatlan Ad

Mexico Tourism Board

My Mazatlan

This picture taken in Mazatlan, a street right off Plaza Machado. It is only beach town with 19th century renovated buildings, making it a truly unique beach destinations. Unfortunately, I didn’t see any surfers, but the vibrant buildings and theatrical lighting truly make the streets come to life.

Cholula Ad

Mexico Tourism Board

My Cholula

Located in Cholula, Puebla, Nuestra Señora de los Remedios Church was built on top the Pyramid of Cholula by the Spanish conquistadores. The Pyramid is the largest in the world by volume and consists of over 5,500 meters of underground tunnels, 280 which you can explore for yourself. This actually was my daily view from my apartment when I lived in Cholula.

San Luis Potosí Ad

Mexico Tourism Board

My San Luis Potosí

Located in the Huastesca Potosina region of San Luis Potosí, El Sótano de las Golondrinass (or the Cave of Swallows) is a pit cave full of birds with more than 300 meters of depth. Now I know I didn’t actually descend down into the cave (although actually anyone can), but I did lean over the edge while sustained with a rope!


Disclosure: I am being compensated for my work in creating and managing content as a Contributor for the México Today Program. All stories, opinions and passion for all things México shared here are completely my own.

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  1. […] entry by Mexican At Heart that compares the pictures you see in Mexico’s “The Place You Thought You Knew” […]

  2. […] discusses Mexico’s new tourism campaign and why she thinks the slogan, “Mexico, The Place You Thought You Knew” is now more […]

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