Three campaigns are prepared for the tourist reactivation of Los Cabos

As part of the reopening strategy, Los Cabos has implemented a comprehensive communication system to direct messages with specific objectives to three different audiences; local, national and international. In this sense, there will be three campaigns to prepare locals to receive tourists, as well as to connect with potential travelers and position the destination as the ideal place to “return to life” after the period of confinement.

* Put on a smile! -local: Aimed at the inhabitants of Los Cabos to show the measures that are being implemented, guaranteeing their health and that of visitors. With warmth and closeness, it will seek to connect with local audiences to invite them to join the efforts being made to reactivate the destination’s main economic activity, tourism.

* Yes or yes to Los Cabos-national: An invitation for domestic tourism to feel close to Los Cabos and consider it their first option to escape and live a unique experience after confinement. It aims to strengthen the wide tourist offer of the destination in the eyes of the national market, as well as connect with Mexicans so that they feel safe and attracted to the destination. It will be developed in three phases:

• Quarantine, which began in May, to reach people’s homes and accompany them during this stage, inviting them to dream of going to Los Cabos.

• The return to life, post confinement, to invite Mexicans to recharge in Los Cabos, showing them that the best way to celebrate life is in this destination.

• The relaunch of the brand, scheduled for the rest of 2020, to consolidate Los Cabos as the best beach destination in Mexico, through the exhibition of its tourism offer and the inauguration of 100% digital and experiential communication.

* Los Cabos Rules-International: Inspire the repetitive tourist from primary markets to come back soon. Los Cabos will be presented as their second home, will seek to enhance the beauty of the destination and emphasize that, although strict measures will be taken to guarantee their safety, the experience will not be affected and will remain unique. The concepts:

• Your home away from home, where you are happy and can relax.

• The facility; the comfort; the mimes.

• Beautiful beyond words. The only place where you can feel exotic and elegant at the same time.

220 million pesos will be destined for these promotional actions, since, on the one hand, the Los Cabos Tourism Trust has considered an investment that amounts to 170 million pesos. While, on the other, there will be participations of the private initiative through the Private Trust, for an amount of 50 million pesos