Toronto-based Siren Communications has been named the Canadian public relations Agency of Record (AOR) for Los Cabos, which bills itself as Mexico’s fastest growing destination. Siren will oversee a “robust” fall campaign designed to attract more visitors from this country to the Pacific resort destination with a focus on key pillars of wellness, gastronomy, sustainability and adventure.
The “beyond the beach” campaign will include a visiting media program, live on-site broadcasts from a national television show, support for a Canadian LGBTQ+ charity, and high-profile influencer content.
Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board, says the 2024/25 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,” he says.
Los Cabos & Canada
Located in the state of Baja California Sur, Los Cabos welcomed more than 3.8 million tourists in 2023, almost 10% increase versus 2022.
Esponda 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 resort
With 350 sunny days a year and easy access to desert, sea, and mountains, Ann Layton, founder of Siren Communications, also believes the destination 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,” she says. “The destination’s exceptional safety and diverse array of attractions contribute to this allure.”
Moreover, she adds, “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.”