Campaign Destination

Tourism Destination Rebrand of Baja California, Mexico

A new name, logo and website of Baja California as the states tourism prepares for phase reopening.

Unveiled on April 6, 2021, the State of Baja California is unveiling its tourism rebranding campaign with a new name, logo and website as it prepares for green phase of reopening in the next few weeks.

Previously known as Baja Norte, the northern region will return to its historic name of Baja California. Encompassing seven tourist destinations, including its capital of Mexicali, along with Tijuana, Ensenada, San Felipe, Rosarito, San Quintín and Tecate, the state of Baja California occupies the northern half of the Baja California peninsula. The name was changed to Baja California Norte in 1974 to distinguish it from the southern state of Baja California Sur, but by 1979 it was officially called Baja California again. However, all of its tourism efforts continued to fall under the moniker of Baja Norte. The rebrand allows the state to finally move back to its true name.

As homage to the state’s beautiful topography and outdoor experiences, the new branding incorporates five icons depicting natural elements that can be found throughout the region: ocean, valley, woods, desert and sea. Developed by Tijuana-based Enigma Creative, the vertical composition of the logo is representative of the state’s geography, pride and elegance. There are numerous icons within the brand language being applied to the logos of each city, offering the flexibility to express a range of activities each is known for – from grape icons for Ensenada, home of Valle de Guadalupe, to waves for Rosarito, a popular destination with some of the best waves for surfers. Simple but varied, the rebranding is a visual representation of the beauty and diversity of the state. A completely new website for the destination now includes the Baja California branding, along with the latest safety information, planning tools and destination guides for travelers to begin planning future trips.

As part of Mexico’s color-coded phased re-opening system, every week, each region in Mexico is assigned a color which determines the level of activity within that municipality, ranging from the most restrictive Red phase (essential activities only) to Green (resumption of normal daily activities). Based on current COVID cases, Baja California is 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 must enforce appropriate safety measures and protocol including social distancing and mask mandates.

Launched in tandem with the rebrand, the destination also debuted a new video campaign called “The Road Awaits”. Produced and directed by Spécola, an award-winning creative production house based in Tijuana, the videos showcase the beauty of Baja and its experiences – from off-roading across wide open deserts to biking though lush forests and surfing blue waters along the coast. The video campaign is filmed over 45 days at more than 25 different locations throughout Baja California. The video is a heartfelt ode to the region.

The Road Awaits, Baja California video campaign

In addition to talented local cyclists and surfers like Carlos MacPherson and Mariana Valencia who are featured in the videos, Spécola created a unique partnership with the Baja California Orchestra to compose two original pieces. Composed by the 22-year-old musician Eduardo Amezcua and conducted by Maestro Armando Pesqueira, the orchestra serves as the poignant musical backdrop to “The Road Awaits.” Featuring vivid sights, sounds and emotions, the videos remind viewers of the beauty and adventure that lie beyond the border, ready to be discovered when the time is right to travel.

Behind The Scene, Filming of Orchestra

Logo Iterations of Baja California Rebrand

Baja California’s Rebrand Merchandise Samples

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