Baja California Sur
Wishing to build upon the success of Los Cabos as a premier tourism destination while preserving the region’s natural beauty and delicate eco-system, the office of the State Secretary of Tourism laid plans to develop and promote new vacation destinations within Baja California Sur.
CIIC embarked on a well-researched PR program with the development of a business-to-business communications system to ascertain information from hotels and tour operators throughout the state. A strategic media relations campaign followed and highlighted local special events, i.e. sporting tournaments, cultural festivals, etc., to generate significant consumer interest and enthusiasm in the developing municipalities throughout the State into tourism centers.
Key initiatives included executive interviews in all major trade publications, themed group press trips focusing on tourism offerings such as eco-adventure activities, arts/culture, culinary, family travel, golf and spa along with major market media tours in all drive markets. Additionally, cross-promotions with the renowned automotive brands of Land Rover and Porsche interpreted the region’s tradition of off-road racing in a decidedly new and upscale manner.
These programs yielded editorial features in the major media outlets of National Geographic Traveler, New York Times, Modern Luxury, Los Angeles Times, Reader’s Digest, Travel + Leisure, The Wall Street Journal and Frommers Budget Travel.
Moreover, increased travel demand to Baja California Sur resulted in key enhancements to the State’s tourism infrastructure.