Los Cabos Tourism Board
Marketing Objective: To further Los Cabos’ appeal to key demographic audiences (families, destination weddings/honeymoons, incentive groups, young/single travelers, etc.) despite a softening economy and growing fears over safe travel to Mexico.
Creative Strategy & Approach: Working on behalf of the Los Cabos Tourism Board for more than a decade, CIIC consistently executes top-tier public relations programs that serve to raise the status of Los Cabos, Mexico as one of the world’s premier vacation destinations.
During most recent years, however, marketing/public relations budgets were decreased by almost half. During this critical period, CIIC effectively utilized highly cost-effective measures to garner widespread exposure for Los Cabos. These tactics included:
- A full-court press on media relations including a series of executive interviews and media tours in Los Angeles and New York for State executives to maintain open lines of communication with the press
- Focus groups and seminars with leading tour operators and travel agents in target drive markets to strengthen relationships and build loyalty among top industry opinion leaders
- Development of 'i-reporter' series in which video testimonials of vacationers in Los Cabos were secured and distributed digitally via social networks
- Execution of a digital communications campaign featuring contests and cross-branded promotions designed to increase the following of the Los Cabos Tourism Board social media channels on Facebook and Twitter
- Print promotion in magazines serving key vertical markets (weddings, family, golf, etc)
- Film and photo shoots to highlight the beauty and allure of the destination
- Escorted group and individual press trips, with special focus paid to bloggers to ensure a steady flow of positive media coverage
- Celebrity outreach to secure visits to the destination by influential figures within the fields of sports and entertainment
- VIP Summits and onsite seminars for top-tier OTAs, wholesale travel partners, meeting planners, travel agents and airline partners
Results / Analysis:
- On-location film shoots by popular reality shows including The Bachelor, Bethenny Ever After, Ice Loves Coco, Giuliana and Bill, and Trip Flip
- Fashion spreads in leading lifestyle magazines including InStyle and Brides
- Trip Giveaways on top daytime talk shows including ANDERSON, Live with Kelly, and Ellen
- In-book promotions with targeted media outlets including Family Circle, Redbook, Budget Travel, and Latina
- Sponsorship opportunities with leading sporting events including the Los Cabos Billfish Tournament, and People vs. the Pros Golf Tournament
- Awards and accolades for member hotels including Robb Report: Top 100 Resorts; About.com: Readers’ Choice Awards-Favorite Spring Break Destination in Mexico; TravelAge West WAVE Awards; Trip Advisor Travelers’ Choice Awards; Condé Nast Traveler: Gold List; and Travel + Leisure: 500 World’s Best Hotels
- High rankings on satisfaction surveys conducted by travel partners such as American Express Travel Services
- High rate of return guests: 33%
- New and increased airlift including AirTran, Spirit Airlines and Frontier Airlines
- Increased hotel occupancy in 2011: 7.7%
- Increased tourist arrivals to the destination in 2011: 4.6%
- Extensive earned media coverage, including the following for 2011 alone:
- 155 feature articles
- 100,576,031 media impressions
- $6,804,694 equivalent ad value
- Significant growth of social networks, including the following for 2011 alone:
- 414% increase in facebook fans
- 104% increase in twitter followers
- Launch of Foursquare, Pinterest, and Google+