Los Cabos names Siren agency of record; launches new campaign
Los Cabos Tourism Board has its sights set firmly on Canada as it launches a fall campaign that will include a robust visiting media program, live on-site broadcasts from a national television show, support for a Canadian LGBTQ+ charity and high profile influencer content.
The campaign will be managed by industry veterans Siren Communications, the newly appointed agency of record for the popular destination. The focus will extend beyond the beach to include the pillars of wellness, gastronomy, sustainability and adventure.
Located in the state of Baja California Sur, Los Cabos is Mexico’s fastest growing destination. In 2023 Los Cabos welcomed more than 3.8 million tourists, almost 10% increase versus 2022.
A strong appeal for Canadians
Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board, emphasizes that Los Cabos holds a strong appeal for Canadians.
“Research underscores safety and security as paramount concerns for Canadian travellers when choosing a holiday destination,” he says. “Located on its secluded peninsula, Los Cabos offers exceptional safety, distinguishing it from other destinations in the country. Additionally, with direct flights available from major Canadian cities throughout the winter season, accessibility is seamless. Renowned for its culinary excellence, with 13 restaurants featured in the inaugural Michelin Guide to Mexico, Los Cabos is a paradise for food enthusiasts. Our goal is to showcase Los Cabos as the perfect choice for active Canadians seeking a getaway to paradise.”
Beyond the resorts
With 350 sunny days a year, Los Cabos is the only destination worldwide where tourists can experience desert, sea, and mountains in the same week.
Ann Layton, founder of Siren Communications, believes this will appeal to visitors who seek more bang for their vacation dollar.
“Canadians tend to be quite adventurous when travelling and a majority of visitors to Los Cabos go beyond their resorts to explore the region. The destination’s exceptional safety and diverse array of attractions contribute to this allure. While enjoying the pristine beaches and crystal-clear waters, visitors can also embark on excursions into the hills to discover local villages, unwind with traditional spa treatments in serene settings, indulge in art crawls or savour the culinary creations of Michelin-starred chefs. Los Cabos provides the opportunity to craft enduring memories within the span of a single vacation.”
About the campaign
The 2024/2025 campaign has been carefully customized for the Canadian market. According to Esponda, it’s important to recognize that Canada is very distinct from other countries with its own media ecosystem.
“For our campaign, we will be seeking out local content creators, the very best Canadian journalists, home grown trade publications, and national TV shows. We will be supporting a respected charity in the LGBTQ+ space, will work in both official languages and include activations from East to West. We want to show all Canadians how important they are to us.”
