A Call That Sparked an Unexpected Adventure
In 2020, amidst one of the most challenging times for travel and tourism, I received a call from my friends at Baja Adventures. They had an intriguing proposal: the Tourism Board of Rosarito wanted to promote the municipality as a destination for outdoor adventure. At first, it seemed like a straightforward request, but there was a major challenge—Rosarito’s reputation was built almost entirely on its vibrant nightlife.
For years, when people thought of Rosarito, they pictured an endless stream of parties, packed nightclubs, and the kind of wild weekends that attract tourists from both sides of the border. But beyond the flashing lights and the thumping music, there was another Rosarito—one that few people knew about. A place of rugged cliffs, powerful waves, vast deserts, and winding trails where adventure seekers could hike, surf, mountain bike, and explore nature.
The mission was clear: we had to shift the perception of Rosarito from a party town to a premier adventure tourism destination. But with travel restrictions, safety concerns, and a minimal production crew, how could we create an impactful campaign?
Key Takeaway: Reframing a destination’s identity requires a deep understanding of its hidden potential and a strategy that connects emotionally with the audience.
Shifting Perceptions: Rebranding a Party Town into an Adventure Hub
One of the biggest challenges in destination marketing is changing a well-established image. When a place is known for a specific experience, it’s difficult to convince people to see it differently. This is where storytelling becomes essential—authentic, emotionally engaging narratives help audiences connect with a new perspective.
Before production even started, we immersed ourselves in the location. We scouted trails deep in the hills, walked along hidden beaches, and spoke with locals who had lived their entire lives in Rosarito but had never been featured in glossy tourism brochures. The key to this campaign’s success wouldn’t be in manufactured content but in highlighting what was already there—untouched and waiting to be discovered.
We decided to center the campaign around real people and real experiences. Instead of models or actors, we featured passionate adventurers—hikers, surfers, climbers, and mountain bikers who truly lived for these activities. By doing so, we captured a more genuine and aspirational version of Rosarito, one that felt attainable and real.
Over two weeks of production, we filmed breathtaking landscapes and exhilarating action shots. Our footage showcased the region’s full potential: golden sunrises over the ocean, horseback rides along the cliffs, mountain bikers carving through dirt trails, surfers taking on the Pacific waves, and off-road riders tackling rugged desert terrain. Every shot was designed to make viewers feel the adrenaline and freedom of outdoor exploration.
Key Takeaway: Authenticity in storytelling is what makes a destination campaign resonate. Real people, real places, and real experiences create trust and emotional engagement.
Navigating Pandemic Challenges: Lean Teams, Big Impact
Producing a campaign during a pandemic meant rethinking traditional workflows. Travel restrictions, safety regulations, and logistical challenges made large-scale productions impractical. Instead of bringing in a full crew, we leaned into one of Cumbre Studio’s core strengths—working with small, highly specialized teams.
For this project, we operated with just three people: myself as the director and cinematographer, Polo Sanmiguel from Baja Adventures as producer, and a rotating production assistant. This allowed us to stay agile, making quick decisions without the delays that come with larger teams.
By embracing a minimalist approach, we maximized efficiency without compromising quality. We scouted locations at dawn, adjusted shooting schedules in real-time based on weather and light conditions, and maintained a tight but effective workflow.
Key Takeaway: A lean production team can deliver high-quality results while remaining flexible, cost-effective, and adaptable to unexpected challenges.
The Power of Local Collaborations
One of the defining factors in the success of this campaign was our partnership with Polo Sanmiguel. As a co-founder of Baja Adventures and an expert in adventure tourism, Polo brought a wealth of knowledge about Rosarito’s hidden gems. His connections within the local adventure community allowed us to access off-the-beaten-path locations that most tourists—and even locals—rarely see.
Having a local expert on board not only gave the campaign authenticity but also helped us navigate logistical challenges. Polo knew which trails were best at sunrise, which routes offered the most spectacular views, and who to talk to when we needed access to private land. These insights elevated the campaign from a standard tourism ad to a heartfelt exploration of Rosarito’s untapped potential.
This is something I always emphasize to brands and tourism boards: investing in local expertise is invaluable. It creates a campaign that doesn’t just look good but feels true to the destination.
Delivering Results: 350,000 Views and a New Conversation
At the end of the campaign, we delivered:
- A 90-second cinematic video showcasing Rosarito’s adventure potential
- A library of high-quality images for digital and print promotions
- Social media content designed to engage adventure travelers
The impact was immediate. The campaign generated over 350,000 views across Facebook and Instagram, helping reshape Rosarito’s image and attracting a new audience interested in outdoor experiences.
But beyond the numbers, something even more powerful happened—we sparked a new conversation. People began asking where these places were and how they could experience these activities for themselves. The Tourism Secretariat of Rosarito took the lead in connecting this newfound interest with local guides and agencies, effectively turning digital engagement into real-world tourism.
This shift proved a crucial point to tourism boards and brands: you don’t need massive productions to create high-impact campaigns. With the right strategy, strong storytelling, and a lean but skilled team, you can transform perceptions, inspire action, and generate real economic opportunities for local businesses.
The best tourism campaigns don’t just showcase a destination—they start conversations, drive real-world action, and create new opportunities for the local community.
Explore the full project