Rancho San Lucas: Haute Living in Los Cabos

Overview & Challenge

Situated on a beautiful stretch of the Pacific in Cabo San Lucas and featuring a private resort community; single-family residences; condos; a village that includes shopping, dining, and entertainment and more, Rancho San Lucas caters to an affluent target audience that enjoys travel and the finer things in life, whether on vacation or in a second home. In anticipation of the development’s exclusive opening of Norman Estates by legendary golfer Greg Norman, the first Greg Norman branded Estates in Latin America, CIIC was tasked with raising media buzz and hosting a group press trip for the estates’ grand opening in March 2019, marking this important turn for Rancho San Lucas and placing the development among luxury and golf media, real estate outlets, and top West Coast media. Under our plan we also overhauled the property’s social media channels, creating a vibrant look and voice that effects an affluent image of Rancho San Lucas.  

Strategy

Highlighting the iconic entrepreneurial spirit of golfer Greg Norman and the upscale amenities offered by his Estates, we pitched different national luxury lifestyle publications including Robb Report to target an optimal audience. The outlets were given first-look access to the properties and granted onsite interviews with Norman, during which we also teased the soon-to-open Greg Norman Golf Course and Clubhouse to further drive media momentum. As a result of this strategy we captured the interest of Haute Living, a luxury magazine with a readership of more than 435,000 which counts members of the Forbes 400, elite VIPS and high net-worth individuals as subscribers. The magazine is also stocked in private airports and onboard private flights, in five-star hotels and in high-traffic locations in some of America’s top regions including Miami, New York, Chicago, Orange County, Dallas and more. In addition, more than 60 percent of readers own homes valued at $10 million or more, and 82 percent own a second home, making this publication ideal for our target audience. We coordinated an exclusive onsite photoshoot with Greg Norman for the August 2019 cover of Haute Living accompanied by a feature published in the magazine and online. At no charge, with this interview and shoot we were able to leverage Norman’s cover to also promote Norman Estates and Rancho San Lucas as a whole for a combined (print and online) estimated editorial value of more than $11,000. As a result of our press trip we secured additional placements in JustLuxe, Stark Insider, Forbesand more, creating an exclusive, specialized image for one of Los Cabos’ most unique projects.  

Results

Placements: 19

Total Circulation/Impressions To Date: 36.7 million

Total Estimated Editorial Value To Date: $26,000