The decentralized public agency Convenciones y Parques del Estado de Puebla paid influencer Adolfo Lazzari Espinosa 307,400 pesos to promote its properties, but only six videos meeting the criteria were posted. According to the contract signed under Michelle Talavera Herrera’s leadership, Lazzari was hired to boost the visibility of the agency’s venues through local content creators, aiming for greater reach on social media.

Despite the official price list showing that each video costs 9,997 pesos—totaling less than 60,000 pesos for six videos—the agency agreed to pay over five times that amount. The contract, valid from January 8 to June 30, 2026, did not specify a required number of videos or reach goals, only the service period and payment schedule of five installments of 61,480 pesos each.

Lazzari, known for his “Qué Hacer en Puebla” platform, was tasked with highlighting the venues as safe recreational spaces, showcasing cultural diversity, and promoting available activities and natural areas. However, a review of his Instagram, TikTok, and Facebook profiles revealed only six videos that fulfilled these objectives.

The videos included two on Instagram and Facebook featuring the “La Pastora” hall at the William O. Jenkins Convention Center and the Flor del Bosque Park, both emphasizing nature and cultural diversity. TikTok also showed the same two videos meeting the promotional criteria.

While the investment in digital promotion is crucial for public spaces to gain visibility and attract visitors, the discrepancy between the payment and delivered content raises questions about transparency and efficiency in public spending. For Puebla’s growing urban population and visitors, accessible and well-promoted cultural and recreational venues are vital—and digital influencers can play a key role when contracts and expectations align clearly.