Taking the travel content people love online and bringing it to the streets. By focusing on lesser known destinations and experiences, people see that there's more to Mexico than they know. It's not just beaches and tacos. There are all sorts of adventures waiting for you #enMexico. And that hashtag is something that works in both Spanish and English. So hopefully, we're engaging folks in the experience through language. It also allows for fun in a campaign that can scale, inviting visitors and influencers alike to 'tap in' by using the hashtag on social during their travels.