"Mom, I'm in Acapulco": the tourism promotion video that was deleted by the Government of Mexico

The Government of Mexico withdrew from its social networks a promotional video for Acapulco (Guerrero) this Wednesday, after presenting a campaign to reactivate this tourist destination. “Today we stop being a postcard from the past. Today we change the rules… In fact, there are no rules! ”, It is heard in the first minutes of this video that was taken up by several users.

Hey, @SECTUR_mx, this was deleted from you 👇🏼 pic.twitter.com/8OcXS9O5kI

The official account of the Acapulco Tourism Promotion Trust maintains a second version of the video on its Twitter account, where the phrase “there are no rules” is omitted. A version of this video was uploaded six months ago on the Vimeo account of the agency Materiamist, in charge of carrying out this campaign, but it was deleted on Wednesday afternoon. Although the Ministry of Tourism of Mexico withdrew the video, Acapulco became a trend on Wednesday afternoon and continued to be so towards night.

#MomImInAcapulco pic.twitter.com/H7hpy4gAo9

The campaign presented yesterday by the tourist destination of @Acapulco has generated various reactions on social networks. Share here your best memories of the beautiful port of Acapulco.
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In a statement, the Government of Guerrero and the Tourism Promotion Trust highlighted that "Mom, I'm in Acapulco" (Mom, I'm in Acapulco) explained that this campaign is aimed at young "millennials and centennials, who acquire their own voice to speak to their parents and grandparents who lived through the splendor of Acapulco, ”the document states.

Gerardo Herrera, Marketing academic at the Iberoamericana University, tells Verne that this is a campaign with positive overtones to revive the economy and tourism, but that it was poorly executed. "At a time like this, a pandemic, it is a call for recklessness and excess," says the expert. "It does not mention at any time the security and measures with which tourism must be reactivated," he comments, via telephone.

Acapulco is one of the most visited destinations in Mexico, but it was hit hard by the health contingency by covid-19. In mid-July, the health authorities reopened the beaches, after being closed for three months due to the high levels of contagion of this disease. "The message that must be given is security in the contingency," says Herrera.

Several users on Twitter emphasized that this video is aimed at a high and privileged sector of the population of Mexico. "It is a message aimed at a premium sector , when it should be more inclusive and address all social strata," says Herrera.

The campaign includes two other videos that have not yet been removed from the YouTube channels of the Tourism Promotion Trust of Acapulco, but that have been deleted in their entirety from the networks and the page of the agency that produced these contents.

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