MERCADEO Versión en español
LAPIZ changes perception of Los Cabos after the hurricane
Manuela Walfenzao| 11 de junio de 2015
In September 2014 a hurricane left great damages in Los Cabos, Mexico. This is one of the most important touristic destinations in the country, therefore the region was recovered in barely eight weeks. The problem they faced was to change the perception the world had of that place, because the images of the destroyed beaches continued circulating in the media and the holiday season was approaching. The Hispanic agency LAPIZ created the campaign Los Cabos Re-Selfies for the Junta de Turismo de México and ended that erroneous perception.In the campaign they invited celebrities to Los Cabos to repeat the selfies that tourists had taken in emblematice places in the city. Reese Witherspoon, Rosario Dawson, Nick Jonas and Mario López visited the beaches, took the same pictures and shared them on their social networks. The idea produced 39% more conversations on the recovery of Los Cabos than on the impact of the hurricane. It had 50 million impressions and managed to increase in more than 11% occupation of hotels with respect to last year.Now it will compete in the 2015 Cannes Lions Festival. The members of the creative team responsible for the campaign were: Laurence Klinger, CCO and EVP; Fabio Seidl, SVP and Executive Creative Director; Travis Klausmeier, writer and Associate Creative Director; Bruno Pieroni, Associate Art Director and Aldo Gagliardi, Bob Gruenberg and Valeria Maldini, Producers at the agency. The production company was Colony. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on @PRODUPublicidad.
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