• Skip to primary navigation
  • Skip to main content
Laughlin Constable

Laughlin Constable

Taking Brands From Now to Next

  • Services
  • Work
  • Blog
  • About Us
  • Careers
  • Contact Us

The Los Cabos Rules

Returning to Normal in a Place that is Anything But

LOS CABOS

Something magical happens when the Sea of Cortez collides with the Pacific Ocean. It’s there, at the furthest point of Baja California, that Cabo San Lucas and San Jose del Cabo come together to form Los Cabos. At this magical destination, the sea and sun meet and become one—attracting both celebrities and your average traveler. But after being closed for COVID-19, Los Cabos needed a way to convince their regulars to come back. And even more so, to reassure them that paradise would still be just as idyllic as they remembered.

26%

Growth in weekly flight bookings vs. YAG.

80K+

Campaign landing pages to date.

5,500

Page conversions driving to partner resorts.

The big idea.

By the end of quarantine, most people were pretty familiar with the new rules—wear a mask, practice social distancing, wash your hands—the list goes on. But when we took a good look at them, we realized they weren’t that different from the way travelers had always lived at the remote tip of the Baja Peninsula. So to point out that paradise was still paradise, even with a few new protocols, we flipped the rules on their heads to create the #LosCabosRules.

"#Los Cabos Rules" print advertisement for Los Cabos Tourism by Laughlin Constable.

Rules travelers can actually look forward to.

Los Cabos isn’t your typical one-and-done destination. It relies on repeats, with people shooting down from the West Coast for a quick stay in paradise. During quarantine, however, these city dwellers had come to find it hard to imagine not wearing a mask in public or having to go out of their way to avoid others. The rules had become second nature. So we reminded them what it was like to follow those same rules in their favorite place to get away, get outside and sip on a beachside margarita.

And they applied to almost everything.

Even deep-sea fishing, hiking, ordering a drink, scuba diving or your average day of racing an ATV through the Baja outback.

"Stay 6 Feet from Others" print advertisement for Los Cabos Tourism by Laughlin Constable.

Why it worked.

When the world was suddenly told to follow a bunch of not-so-pleasant rules, we showed travelers that Los Cabos was still the paradise they knew and loved by making those same rules seem fun to follow. In just the first three months since going live, the campaign has proved to be both shareworthy and newsworthy, racking up more than 91 million earned impressions for a total of nearly $1 million in earned media.


Related work.

Giannis Antetokounmpo of the Milwaukee Bucks running down the court with an illustrated cape.

Milwaukee Bucks

After helping the Bucks build momentum for years, the 2018/19 season was set to be a big one. With a new, world-class stadium, a new coach, returning superstar Giannis Antetokounmpo and postseason appearances in three of the last four seasons, the only thing left to do was rally the fans with a new campaign. And, of course, do it without a single shoot.

Continue Reading Milwaukee Bucks

Former Green Bay Packer Donald Driver knee deep in a Wisconsin cranberry bog tossing cranberries into the air.

Travel Wisconsin

Millennials are always looking for new ways to experience the things they love doing. In addition to traditional creative executions, we created digitally optimized creative to pair their interests with activities, festivals and events found only in Wisconsin throughout the year.

Continue Reading Travel Wisconsin

Chicago: 200 South Michigan Avenue, 17th Floor, Chicago, IL 60604 | (312) 422-5900

Milwaukee: 207 East Michigan Street, Milwaukee, WI 53202 | (414) 272-2400

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

© 2021 Laughlin Constable

  • Site Map
  • Privacy Policy