How do you promote an international destination when travel has ground to a halt and border re-opening is a moving target? You pivot and make plans and pivot. We were hired by the state of Baja California to manage its public relations in the US market. With no US media traveling we focused on preparing for re-opening, developing a “pandemic proof” path forward to raise awareness of Baja California and pave the way for eventual reopening. Our tourism strategy was broken down into two phases.
We worked with Baja California’s design and video teams to rebrand the destination away from Baja Norte and back to its original roots, Baja California. Announcing the rebrand was an opportunity to promote the destination regardless of closed borders. As soon as travel began picking up in the spring of 2021 we launched “Drive South” a promotional campaign strategically designed to speak to pent up Southern California travel demand. Media began to book trips to visit, coverage started to pick up, and by July hotels in the region were at capacity.
Over a span of four months, the team steadily increased both media visits and interest and is on track to continue strong regional and national media placements.