A US government travel alert to Baja California Sur and a sudden increase in media coverage of rare local crime was endangering the prestige of Los Cabos. The concern was being carried quickly through social media. This translated into potential declining interest, and most importantly, occupancy rates.
We needed to address the issue in a way that was bold, yet avoided highlighting the concern and distracting from the reasons that make Los
Cabos a premier travel destination. The conversation needed to be redirected. We wanted to make the beauty, adventure, luxury and safety of Los Cabos irrefutable — by letting potential tourists see it with their own eyes and inspire them to share its wonder — in real time.
What happens when we overwhelm the conversation with the news that highlights the reason our target audiences should go to Cabo — right now? …
… Nothing is happening here. Except that people are loving Los Cabos. In this campaign currently in market, the news is the amazing experiences people are actually having — on the sea, on the golf course, in the restaurants, on the beach, in the spa. Tourists are the reporters and ignite social networks. Cameras are placed where inspiring moments are made so that people from the US can see what is really happening in #LosCabosToday.
Just prior to the campaign, editorials across the country shared the US travel warning, leading to what some outlets said was more than a 10% drop in occupancy rates. Three months after the announcement of a marketing campaign that includes our campaign theme, concepts and designs (still saturating their online channels) those same editorials declared tourists were again flocking to Los Cabos. #loscabostoday still receives over 100,000 organic impressions per day across Twitter, Instagram and Facebook with very limited media investment. See the screenshots of Google search results in our gallery below that include a sample of the articles mentioned above.