We were hired by the state of Baja California to manage its public relations in the U.S. market. The catch? The pandemic had put a halt on travel and border reopening was a moving target. So, we came up with a “pandemic-proof” path forward to raise awareness for the region and pave the way for an eventual reopening. We created a new story for the destination, rolled out in two phases. And this story made headlines.
First, we worked with our client’s design and video teams to launch an exciting rebrand: Baja Norte was going back to its roots and becoming Baja California. This brand strategy allowed us to build buzz around the region while borders were still closed. Then, as soon as travel began picking up in spring of 2021, we launched “Drive South.” This promotional campaign tapped into the pent-up travel demand in Southern California. Media began to book trips, coverage started to pick up, and by July hotels in the region were at capacity.