Palladium Hotel Group’s Rafa Nadal Tennis Centre
Overview & Challenge
Palladium Hotel Group takes the all-inclusive concept to a new level for guests looking for wellness, active living, relaxation, fun for the whole family or even an adult-only escape. The hotel group’s emphasis on wellness – from its onsite gyms to its various sports team alliances like the Professional Bull Riders (PBR), the Brooklyn Nets and the New York Yankees– culminates in the Rafa Nadal Tennis Centre, the superstar tennis champion’s first tennis complex outside of the Rafa Nadal Academy.
One year after the opening of the anticipated Rafa Nadal Tennis Centre at Grand Palladium Costa Mujeres Resort & Spa in the Mexican Caribbean, CIIC was challenged to continue generating buzz around this outstanding amenity while highlighting the property’s athletic bona fides to an audience passionate about sports, athletes and sports travel.
Strategy
Early 2020 the tennis centre hosted an exclusive clinic with Nadal’s former coach and fellow legend, Toni Nadal, where participants could train one-on-one, just like Rafa did. Occurring the same year as Palladium Hotel Group’s 50th anniversary, CIIC hosted an intimate group press trip for five tennis- and niche travel-focused journalists, who through an exclusive itinerary crafted by CIIC, had the opportunity to participate in the Toni Nadal clinic and tennis match, a special motivational presentation by Toni, opportunities for one-on-one interviews, as well as plenty of leisure time to enjoy the hotel’s accommodations, restaurants, and entertainment. CIIC targeted a mix of consumer travel publications and in-the-know trade tennis outlets to assure the message of a professional, top-quality – yet welcoming and fun – sporting facility, and hotel, would spread to a ranging audience.
In addition to the Tennis Centre, CIIC wanted to highlight the location of Grand Palladium Costa Mujeres Hotel & Spa. Tapped into the trending status of Costa Mujeres, we created a larger story around the location as a destination to watch, an alternative, trending destination for visitors seeking off-the-beaten-path quietude.
Results
Secured Media Placements: 4 Top Tier Placements (TV, Youtube, digital and print)
Media Impressions: 23.9 Million
Estimated Editorial Value: $ 42,000