Home Sweet Hacienda Encantada

Overview & Challenge

Los Cabos is considered one of Mexico’s premier tourist destinations – one that has seen tremendous growth within the past few years. With increasing airlift throughout the U.S. and new properties being developed, Los Cabos resorts have been presented with a challenge to set themselves apart and stay ahead of the curve with unique offerings and amenities. Despite the rising competition, Hacienda Encantada Resort & Residences quickly began to focus its strategy on highlighting its unique attributes to top-tier media outlets and influencers in the hotel’s target market of affluent, trend-aware frequent travelers. We positioned the hotel as a quiet, secluded alternative, where celebrities and families alike seek private luxury. We targeted the property's most enticing amenities to outlets and influencers reaching affluent consumers. As the resort has been open several years, it looked to retarget its offering to a more affluent base to showcase revamped amenities including recently launched butler service. As well, the property’s authentic, picturesque architecture, décor and landscape served the perfect backdrop for influencer guests to shoot stunning images for social media.

Strategy

With this goal in mind, we enlisted DuJour magazine, to participate in a luxury-themed press trip to Hacienda Encantada Resort & Residences to experience the resort and its offerings first-hand. DuJour is a print and digital luxury and lifestyle US-based publication distributed in the top 10 markets in the country, including Los Angeles, Chicago, Dallas, Houston, San Francisco and Orange County. Its community spends more than $15 billion annually, including $2.2 billion annually just on travel. Their average net worth is $250,000+. We specifically targeted DuJour contributor and macro-influencer Celine Bossart @celineb0ss due to her hip and in-the-know voice, engaged social following, elegant aesthetic and established status as a gastronomy, lifestyle and hospitality insider. The target audience for this outlet included more than one million monthly readers that select DuJour as their primary source for what's top in luxury entertainment, travel, culture and design. With this editorial collaboration we sought consumers that were affluent, keen and engaged in luxury trends.

The result of our efforts was a feature article that ran in the July 2018 online edition of DuJour in its Room Request series, which features well-known five-star hotels globally, including St. Regis, Ritz-Carlton and Kimpton. We placed Hacienda Encantada among esteemed competitors, where consumers can perceive the high quality of the property. The article was posted twice on the DuJour Twitter @DuJourMedia to 28,000+ followers, as well as on the DuJour Facebook page, which has 52,000+ Likes.The result of our efforts was a feature article that ran in the July 2018 online edition of DuJour in its Room Request series, which features well-known five-star hotels globally, including St. Regis, Ritz-Carlton and Kimpton. We placed Hacienda Encantada among esteemed competitors, where consumers can perceive the high quality of the property. The article was posted twice on the DuJour Twitter @DuJourMedia to 28,000+ followers, as well as on the DuJour Facebook page, which has 52,000+ Likes.

Results

• 1 Placement in DuJour Room Request Series

• 1 Tagged Instagram Post

• 600,000 Online Readers

• 3.5 Million Readers Quarterly

• Est. Editorial Value: $90,000