Returning to Normal in
a Place that is Anything But
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, that 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.
Recovery of travel activity since June 2020.
Conversions driving to partner resorts.
Campaign landing page visits.
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.
Rules travelers can 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 stay away from 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 getaway, 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.
Travel influencers follow the #LosCabosRules.
While we leveraged efficient media channels to drive reach, we also recognized the importance of providing an authentic look at life in Los Cabos. In the summer, we found that engagement with travel influencers on social media had increased by 36% since March as travelers longed for paradise and a mental escape from COVID-19. 1 Knowing our target was receptive to authentic content showcasing the destination on social media, we partnered with three travel influencers based in our key markets. With curated itineraries to highlight the amenities and safety protocols in place in Los Cabos, our influencers illustrated that good times in Los Cabos were unstoppable.
- Influencers: 3
- Pieces of content: 178
- Organic Engagement Rate: 17%
- Impressions: 316,977
- Organic Engagement Rate Lift: 1.1x
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 a little bit more fun to follow. By the end of the year, Los Cabos had recovered a striking 80% of all travel activity, outpacing other Mexican destinations and positioning Los Cabos for a strong rebound.
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