Putting Los Cabos on the A-List

Overview & Challenge

CIIC has represented The Los Cabos Tourism Board for more than 15 years, and became its official International PR Agency of Record in 2008. CIIC was brought on to help gain exposure for Los Cabos as it began expanding into new markets outside of Texas and California. CIIC had to work to guide the destination through hurricanes, health scares and security concerns while helping raise awareness and promotion of the destination in North America. 

Strategy

CIIC’s approach, which was to layer Cabo’s exposure through traditional media relations outreach, emerging social and digital channels, consumer facing in-market events and promotions and partnerships with top-tier brands and partners. This strategy that CIIC chose to exert helped shine the sterling reputation of Los Cabos and make it a household name. 

Results

CIIC’s work for the Los Cabos Toursim Board has been honored by the Hospitality Sales & Marketing Association International (HSMAI) with 14 Adrian Awards across its Gold, Silver and Bronze Categories. Campaigns included the Flip for Cabos Los Angeles event, Every But Water Co-Branded Partnership, Richard Sandoval Culinary Ambassador program, New York Times, and the #CaboSurfSelfie campaign. CIIC’s campaigns as well resulted in 15,000+ media placements, 600 million media impressions, $48 million dollars in editorial value and 14 industry awards won.