CIIC's LA Blitz
Recently the CIIC team executed three hugely successful promotions in Los Angeles for our client, the Los Cabos Tourism Board. The first was a large consumer event, the first of its kind for the destination in its top U.S. market; the second was an intimate travel reception for Cabo’s top hoteliers; and the third was a television appearance on KTLA 5 Morning News for a renowned Cabo chef, with a Los Cabos trip giveaway for KTLA viewers tied in. After many months of conceptualizing, planning, and designing the first event, “#FlipForCabo,” was held on June 26 at The Grove Los Angeles. Los Angeles was chosen as the host city, as it is Cabo’s number 1 market and The Grove draws more visitors per year than even Disneyland, so this venue was perfect to maximize foot traffic. To help promote the event, CIIC secured the luxury flip-flop brand, Havaianas, as the sponsor. The focus was on creating an experience for the Los Angeles consumer to see and discover first-hand all the different aspects that a vacation in Los Cabos offers…in other words, all the various ways travelers can “flip” for Cabo. Additional CIIC-secured event sponsors included Alaska Airlines, the Mexico Tourism Board, and Jamba Juice.
Los Cabos taking over the park at The Grove Los Angeles. CIIC deployed a team to be on hand for the #FlipForCabo event. From left to right, Alyssa DiPalma, Account Executive; Rose Capasso, Account Manager; Paola Cuevas, Account Coordinator; Kate Wark, Senior Vice President and Alexandra Simone, Social Media Coordinator. Alyssa DiPalma and Kate Wark were the brains behind the event planning and management.
CIIC developed several station concepts in line with the “Flip for Cabo” thematic – including Flip for Spa, where shoppers could receive free massages; Flip for Golf, with golf lessons by golf professional Juan Carlos Castellanos and shoppers could try to get a hole-in-one for a goodie bag; Flip for Food, with cooking demos and samplings; Flip for Family, with free face painting; and Flip For Fun, where shoppers could choose from different scenes in Cabo and pose with a green screen. Coordinated by CIIC, there were twelve hotelier groups on hand representing several luxury resorts and hotels in Cabo to inform and answer shoppers’ questions about vacationing at their properties. The two cooking demos and tastings were done by Chef Tadd Chapman of Cabo’s renowned Tadd Chapman Restaurants.
Knowing a giveaway is a key component to drawing traffic and building excitement, CIIC conceptualized a number of virtual and on-site giveaways. Havaianas gave away 50 pairs of make-your-own flip-flops via a social media campaign. To enter, shoppers had to snap a photo of the event logo, located on many signs throughout the park area at The Grove, and upload the photo to either Instagram or Twitter with the hashtag #FlipForCabo. CIIC coordinated with four hotels to pair with Alaska Airlines to give away four vacations to Los Cabos. Participants entered by signing up for the Los Cabos Tourism Board’s newsletter on iPads located at the event to enter to win one of four trips to the Casa Dorada Los Cabos Resort & Spa, Hotel El Ganzo, Dreams Los Cabos Suites Golf Resort & Spa, or Esperanza, An Auberge Resort. Havaianas had a MYOH (Make Your Own Havaianas) cart that allowed to shoppers create their own custom flip flops with different sizes, colors, straps and accessories. From 11am until 7pm, shoppers could stop by and “#FlipForCabo” behind the main fountain in The Grove’s centrally located park area. A mariachi trio and folkloric dancers provided authentic Mexican entertainment. CIIC Account Coordinator, Paola Cuevas and Senior Vice President, Kate Wark pause between talking Cabo with event-goers to smile for a photo. CIIC Account Manager, Rose Capasso, provides answers to an attendee’s questions about Los Cabos vacations. ABC’s “On The Red Carpet” Correspondent JJ Snyder conducted interviews throughout the event. Here JJ is interviewing Eduardo Segura, Managing Director of the Los Cabos Tourism Board. JJ Snyder also interviewed Chef Tadd Chapman during one of his two cooking demonstrations (seen on left). A cocktail napkin, appropriately branded, accompanied Chef’s small bites (seen on right). To increase awareness of #FlipForCabo at The Grove, CIIC invited Tobi Lynn, a on-air host of LA’s 97.8 FM Radio to join us. Tobi em-ceed during the afternoon, encouraging Grove shoppers to stop by to enter to win the Havaianas giveaways as well as the four Los Cabos vacation giveaways. Los Cabos Golf Pro Juan Carlos Castellanos of Cabo Real offers young golfers a few tips at the Flip For Golf station. The station was a hole-in-one with event goers of all ages – and if anyone got a coveted hole-in-one, they went home with a gift bag filled with goodies from Los Cabos. Havaianas’s Joy Rheman poses with three Havaianas winners. The CIIC team joined the participating hotel representatives and Eduardo Segura (center, seated), Managing Director of the Los Cabos Tourism Board, after the first annual #FlipForCabo day in Los Angeles. Top row from left to right: Paola Cuevas (CIIC), Rose Capasso (CIIC), Jerri Lyn Walker (Esperanza, An Auberge Resort), Shirley Dunn Hanks (Capella Pedregal), Nadezda Dodonova (Sheraton Hacienda del Mar), Nashelly Tapia (Barcelo Los Cabos Palace Deluxe), Karla Andarle (Las Ventanas al Paraiso), Karina Jajan (Fiesta American Grand Los Cabos), and Alyssa DiPalma (CIIC). Bottom row, from left to right: Alexandra Simone, Jesus Gonzalez (Mexico Grand Hotels), Israel (Solamar Hotels & Resorts), Eduardo Segura (Los Cabos Tourism Board), Juan Carlos Castellanos (Golf Pro from Cabo Real), German Herrera (Grupo Questro), and Kate Wark (CIIC).
Check out more highlights from the event in this Los Cabos photo album
On June 27, CIIC - on behalf of the Los Cabos Tourism board and the destination’s most high-end hoteliers - hosted a cocktail party for the top travel industry professionals and media at a private residence in Beverly Hills. Hoteliers in attendance included the luxe Capella Pedregal; Esperanza, an Auberge Resort; One&Only Palmilla and Las Ventanas al Paraiso. Flamenco guitar entertainment and an exclusive tequila tasting by Tequilas Premium – as well as direct access to the top hoteliers and destination officials – drew an event with nearly 100% of our projected attendance. Eduardo Segura, Managing Director of the Los Cabos Tourism Board gave his thank you remarks to all the guests. Jorge Gamboa, the Mexico Tourism Board Director in Los Angeles, performed for the guests.
Eduardo Segura, Managing Director of the Los Cabos Tourism Board with Jason Been, founder of Jetset Extra and Cristobal Tortosa, Sales and Marketing Director of Bahia Hotel & Beach Club. Alyssa DiPalma and Rose Capasso were having a good time chatting with Erik Hoopingarner, the Western U.S. Managing Director at Elite Traveler Media Group. A sangria station was provided for guests’ enjoyment. CIIC Account Executive, Alyssa DiPalma; CIIC Senior Vice President Kate Wark; Managing Director of the Los Cabos Tourism Board, Eduardo Segura; and CIIC Account Manager, Rose Capasso, enjoying the evening at the Sierra Alta residence. Flamenco guitarist Walter Molina provided ambient music for the night. Tequilas Premium’s Clase Azul & La Pinta provided a tasting and signature cocktails for the evening.
Peter Bowling, Managing Director (center left) and Cristina Romero-Peri (center, right), Executive Director of Sales & Marketing both of One&Only Palmilla chatting with guests. Shirley Dunn-Hanks, Director of Sales and Marketing and John Volpani, General Manager of Capella Pedregal. Jerri Lyn Walker, Director of Sales and Marketing and Marc Rodriguez, General Manaager of Esperanza, An Auberge Resort, with PR representative Kimi Ozawa. Lauren Carr, the Director of Sales & Marketing, Martein van Wagenberg, the Managing Director and Karen Achio, Sales Manager of Las Ventanas al Paraiso. The CIIC Luxury Hotelier Team with Eduardo Segura, Jorge Gamboa, the Mexico Tourism Board Director in Los Angeles and Rachel Salter from CIIC team Los Angeles.
CIIC secured Chef Tadd Chapman, as a representative of the Los Cabos Tourism Board to appear Los Angeles’ top-rated KTLA 5 Morning News. Chef Tadd prepared three tuna dishes Los Cabos dishes for the KTLA anchors, from two of his restaurants, Don Sanchez and Habanero’s.
To engage viewers and promote Los Cabos and its #FlipforCabo event and initiative, CIIC worked with the station on promoting and giving away an all expenses paid trip. Grand Solmar Land’s End Resort & Spa in Cabo San Lucas was the partner hotel, and KTLA promoted the grand prize trip on-air the day before the episode aired and then the day off to entice more viewers to enter. Viewers had to submit a photo to KTLA.com/CABO of how they were staying cool this summer for a chance to win a 5-day / 4-night stay at Grand Solmar with airfare, courtesy of Los Cabos Tourism Board.
Chef Tadd behind the scenes preparing his culinary delights for the early morning appearance. Account Coordinator Paola Cuevas (standing right) with KTLA anchors Chris Burrous (seated left) and Lu Parker (seated right) with Chef Tadd Chapman – Paola was instrumental in overseeing and coordinating this broadcast opportunity.
To watch Chef Tadd’s appearance on KTLA 5 Morning News’s show, please click here.
To view more photos of CIIC in Action in LA, please click here.