Our Journey to The Baja Way

For those in the know, Los Cabos is a rare place where the desert meets the sea, where a laid-back attitude meets a sophisticated sensibility. With a strong infrastructure and 20 new luxury hotels slated to open by 2021, Los Cabos is also poised to reach the next level as Mexico’s premier vacation destination. But overcoming ongoing challenges would require a thoughtful, strategic and integrated marketing approach.

While Los Cabos has long been one of Mexico’s best-kept secrets, its exclusivity meant that many prospective travelers didn’t know where it was located and couldn’t differentiate it from other Mexican tourist spots. The region also suffered from the fallout of negative news reports about overall safety in Mexico and had a reputation as a party destination. The Los Cabos Tourism Board turned to MMGY Global for its integrated marketing solutions in order to shift visitor perception and raise awareness about this world-class luxury destination.

For several years, our public relations team has hosted dozens of journalists and pitched hundreds of stories as well as activated large-scale events for members of the media and trade in key feeder cities. In the wake of hurricane damage and safety concerns, we also established an important crisis management playbook. As our partnership expanded, we took on the next big evolution for Los Cabos: revamping its brand identity. Our creative team capitalized on the destination’s natural assets to create The Baja Way – a concept that embraces the region’s somewhat hidden locale and essence that welcomes all who find their way there. We activated the campaign by leveraging our deep research capabilities with our digital expertise, mapping out an integrated strategy to deliver the story of Los Cabos and introduce The Baja Way concept.

As a result of our ongoing efforts, tourism to Los Cabos is on the rise, traveler sentiment is positive, and awareness continues to grow about the region’s luxurious and curated experiences. Among hundreds of stories in top national media, we landed a front-page feature in The New York Times Travel section’s highly regarded “52 Places to Go,” along with features in Architectural Digest, Travel + Leisure, Condé Nast Traveler and many more. Experiential activations continue to spread the message of Los Cabos to members of the travel trade. Through a combination of organic social media posts, newsletter outreach among consumers and trade, and a highly targeted web personalization strategy, we will continue to nurture the growth of Los Cabos in a smart, sustainable way.