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Creative

Stay Travel Safe and Following the #LosCabosRules

The spot from Laughlin Constable uses Covid safety guidelines in unique settings to remind travellers to stay safe

Stay Travel Safe and Following the #LosCabosRules

As destinations around the world begin to reopen, Los Cabos, Mexico wants travellers to rethink how the new rules for staying safe can be applied.  

Los Cabos worked with creative agency Laughlin Constable for its #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 snorkelling, and ‘practice social distancing’ floating in blue water. 

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

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 travellers since March, and began their phased reopening plan on June 15th, 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 travellers 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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Client

Client: Los Cabos Tourism Board (FITURCA)

Managing Director: Rodrigo Esponda

Marketing Director: Eduardo Regules Bukantz

Marketing Manager: Ana Gaby Navarro

Social Media Manager: Fabiola Galindo

Brand Coordinator: Claudia Rubalcava

Agency

Agency: Laughlin Constable

Chief Creative Officer: John Maxham

Group Creative Director: Jon Laughlin

Group Creative Director: Pat Laughlin

Executive Creative Director: Vince Cook

Senior Art Director: Ruby Christiansen

Senior Copywriter: Randall Kenworthy

Executive Producer: Chris Bing

Content Producer: Kate Fiorita

Accounts

Account Director: Ernesto Adduci

Account Supervisor: Jonathan Cleveland

Senior Integrated Producer: Samantha Pulling

Strategy

Chief Strategy Officer: Mark Carlson

Director, Strategic Planning: Tom Curtes

Media

EVP, Media: Vanessa Watts

Director, Programmatic: John Stachulski

Director, Paid Search and Paid Social: Marisa Giannini

Editing/Post Production/Special Effects

Editorial Company: HIVE

Managing Director: Chris Bing

Content Producer: Kate Fiorita

Editors: Eric Arsnow, Travis Whitty, Susan Holder, Frank Sigwarth