1. #CaboNow

    Campaign - 2016

    Challenge

    Following the disastrous hurricane in Los Cabos, the Canadian market continues to have apprehension around travel to the Los Cabos area. Los Cabos tourism wants to re-establish trust and have a story tell to Canadians through a third party to showcasing the current growth status and safety of the destination.

     

    Plan

    Through the eyes and words of key Canadian voices in social media, let’s tell the story of connecting with a place through discovery with beautiful Cabo as the backdrop to the story.

    By telling the story through a third party, Cabo establishes trust via the voices of credible Canadian influencers and uses their network to reconnect with the current Canadian audience.

    In this ongoing campaign, the trip is captured in video and amplified via social and digital, with a call to action at the end of the video to enter to win your own Cabo memory of a lifetime with your group of friends. A contesting widget named Spriza allows for data collection through social contests and helps to convert shares to entries in a seamless way. The initiative is in partnership with Sunwing and is launched in conjunction with its new direct flight from Toronto to Cabo.

  2. 30,000
    video views
    4,200
    participants
    350
    shares through social media