INCREASING AWARENESS OF A LUXURY RESORT AND CELEBRITY RETREAT ON THE WEST COAST

CLIENT

One & Only Palmilla Resort in Cabo San Lucas, Mexico

BACKGROUND

Opened in January 2004 after a $100 Million renovation and expansion, One&Only Palmilla has emerged as one of the premier luxury resorts in the world, joining an exclusive portfolio of One&Only properties in The Bahamas, Mauritius, the Maldives and Dubai owned and operated by Kerzner International.

With One&Only Palmilla, the company enters the Mexico market for the first time, transforming one of the best known properties in the Los Cabos region into an unparalleled five-star destination.

OBJECTIVE

Introduce the West Coast, and California in particular, to One&Only Palmilla, increasing its visibility and positioning it as a luxury getaway destination.

STRATEGY

Through a targeted media outreach campaign, AFC focused its efforts on creating press materials and coordinating press trips that would help generate coverage of the resort’s unique qualities, differentiating it from all other luxury properties in the area.

TACTICS

  • AFC created press materials that highlighted One&Only Palmilla’s unique architecture, cuisine, golf course, spa, eco-friendly environment amenities and seclusion.
  • AFC distributed press materials to travel and tourism print, television, radio, and freelance travel journalists.
  • AFC concentrated their efforts pitching high-end and niche publications that would reach the resort’s targeted, well-heeled, clientele
  • AFC conducted five press trips, as well as many individual media trips, to the property, which included regional, national and international travel media.

RESULTS

The campaign helped to increase hotel bookings from West Coast residents and generated significant coverage for the property. The hotel was covered by publications that included Condé Nast Traveler, Wall St. Journal, Golf Living, Executive Traveler, Daily Variety, Hollywood Reporter, Central Coast Magazine, Estates West, Robb Report, California Home, Calabasas Magazine, Town & Country, Yogi Times, Travels Magazine, Healing Lifestyles & Spas, 944 Magazine, Yachting, Valley Magazine, Inside Weddings, Las Vegas Life, North Shore, Renew, and Smart Meetings.