TORONTO — The Los Cabos Tourism Board has appointed Siren Communications as its official Agency of Record.

The news comes ahead of the launch of the destination’s fall campaign in Canada, which will include a visiting-media program, live on-site broadcasts from a national television show, support for a Canadian LGBTQ+ charity, and high profile influencer content. Managed by Siren Communications, the campaign will extend beyond the beach to highlight the destination’s wellness, gastronomy, sustainability and adventure offerings.

“For our campaign, we will be seeking out local content creators, the very best Canadian journalists, homegrown trade publications and national TV shows. We will be supporting a respected charity in the LGBTQ+ space, will work in both official languages and include activations from east to west. We want to show all Canadians how important they are to us,” said Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board.

Adding that the destination holds strong appeal for Canadians, Esponda added: “Research underscores safety and security as paramount concerns for Canadian travellers when choosing a holiday destination. Located on its secluded peninsula, Los Cabos offers exceptional safety, distinguishing it from other destinations in the country. Additionally, with direct flights available from major Canadian cities throughout the winter season, accessibility is seamless.”

Located in the state of Baja California Sur, Los Cabos is Mexicos’s fastest growing destination, welcoming more than 3.8 million tourists in 2023, nearly 10% more than in 2022. It boasts 350 sunny days a year as well as 13 restaurants featured in the inaugural Michelin Guide to Mexico.

For more information about Los Cabos go to https://www.visitloscabos.travel/.