Where The Land Ends

THE ASK
The Los Cabos Tourism Board wanted a new global brand platform. Its research showed that U.S. and Canadian travelers had heard of Los Cabos, but it wasn't top
of mind when they planned a beach trip.

THE INSIGHT
Los Cabos is literally where the land ends: the southern tip of the Baja California Peninsula, where the Pacific meets the Sea of Cortés, marked by El Arco.
The metaphor was already there. It just needed a voice.

THE IDEA
Where the land ends, your story begins. The end of the map becomes the start of the trip.

THE WORK
I came up with the idea, wrote the tagline and directed the photo and video shoot
on location in Los Cabos, with a cast built around U.S. and Canadian travelers.

The system: a hero film, 30-, 15- and 6-second cutdowns, vertical videos for golf, water sports and food, connected TV, display, out-of-home, print, landing pages, email and a full social suite. We pretested the key assets with a representative U.S. audience before launch.

PRESS
PR Newswire Travel Age West