The Mexico Tourism Board is set to launch a new ad campaign in the United States promoting safe travel to Mexico. The campaign is aimed at dispelling the notion that tourist areas in the country are unsafe.

The ads will feature undercover cab interviews with Americans returning to the airport after their Mexican getaways. Before dropping passengers off, cab drivers reveal themselves as actors and travelers are given the option to let their interviews air.

According to the tourism board, most passengers are eager to let their voice be heard. Mexico is reportedly spending $30 million on the campaign which will include TV commercials, a social media blitz, and ads in New York City’s Times Square.

The goal of the campaign is two-fold: to get more Americans arriving on flights to Mexico in the short term and restore the image of safe travel to Mexico in the long run.

Source: USA Today