Los Cabos Tourism Board

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LC_CS_lg

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+