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Los Cabos worked with creative agency Laughlin Constable for their #LosCabosRules campaign. 

The spot shows now-familiar COVID safety guidelines in a uniquely Los Cabos setting: “Stay at home” while watching a gorgeous sunset; “remember your mask” while you’re snorkeling, and “practice social distancing” floating in blue water. 

The campaign will predominantly target the west coast where a large portion of their regular visitors, who often consider Los Cabos a home away from home, hail from. 

Los Cabos Tourism Board (FITURCA) – LOS CABOS RULES

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Los Cabos is no stranger to recovering from a crisis. In 2014, Hurricane Odile decimated the destination, but the resilience of the people of Los Cabos led to a swift reopening. The city has been closed to travelers since March, and began their phased reopening plan on June 15, enhancing its already strict safety protocols. 

“We had to move rapidly in the wake of this crisis to find a creative concept that can set us apart from the rest of the campaigns that will be running alongside ours, this led us to selecting the Los Cabos Rules campaign,” says Rodrigo Esponda, Managing Director of Los Cabos tourism board.

“We all know the rules. Stay home, avoid crowds, work remotely – the list goes on. We also know travelers are eager to be able to safely return to Los Cabos. So, we reimagined how those rules could apply to highlight the resilient spirit of the region and the adventure that awaits when people return,” says John Maxham, Chief Creative Officer of Laughlin Constable.   

#LosCabosRules will appear on digital, social, pre-roll, native, print and OOH in the cities that attract the most visitors to Los Cabos: Los Angeles, San Francisco, Phoenix, Dallas/Fort Worth and New York. 

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