Mexico is officially rebranding a region with seven tourist destinations, formerly known as Baja Norte, to Baja California. The tourist spots are Mexicali, Tijuana, Ensenada, San Felipe, Rosarito, San Quintín and Tecate.
This makeover was handled by a number of agency partners, including Enigma Creative, a Tijuana-based creative and advertising agency who developed the logo and brand guidelines; Spécola, a Tijuana-based production agency specializing in film and video campaigns; and 62ABOVE, an integrated PR/advertising agency located in San Diego, which helped ensure a cohesive message for the U.S. audience.
In addition to the new name, the updated branding includes a new logo and website. There is also “The Road Awaits” video campaign highlighting Baja and its experiences, from off-roading across deserts to biking though forests and surfing along the
coast. Filmed over 45 days at more than 25 different locations throughout Baja California, the video features popular athletes, such as surfers Carlos MacPherson and Mariana Valencia.
This rollout coincides with tourism returning to the country. As part of Mexico’s color-coded phased re-opening system, every week, each region in Mexico is assigned a color, with Baja California currently in the Yellow phase, meaning all economic activities are allowed including hotels, restaurants and shopping malls with certain capacities for residents and visitors. All businesses and activities still must enforce appropriate safety measures and protocol including social distancing and mask mandates. (That said, there are reports predicting a serious “third wave” of COVID cases in the region).