Solmar Becomes a West Coast Favorite
In 2010, CIIC began promoting Solmar Hotels & Resorts to targeted consumer and trade media across the U.S., Canada, and Mexico in the lead-up to the grand opening of Grand Solmar Land’s End in 2011. Our efforts were underlined by a connection to the Los Cabos Tourism Board, our longtime client, which we aligned with to highlight and strengthen Solmar’s presence in Tourism Board initiatives.
To introduce media to the resorts and promote the upcoming opening, CIIC strategized a comprehensive program consisting of media relations, partnerships, social media, events, awards, and trade show support, plus group press trips, individual media visits, and media tours in key markets. Additionally, CIIC developed quarterly industry newsletters distributed to airline partners, travel agents, meeting planners, and top press contacts.
Our strategy frequently targeted Los Angeles and California more widely as the no. 1 hub for U.S. travelers to Los Cabos. With this in mind, we executed a ‘Flip for Cabo’ event with the tourism board, in partnership with top local broadcast channel KTLA, Alaska Airlines, and luxury flip flop retailer Havaianas, at Los Angeles’ premier luxury shopping center, The Grove (which receives 45,000+ visitors daily). Separately, California-based coverage of Solmar during our work with the resorts included SF Gate, San Diego Magazine, and Los Angeles Times.
Our work with Solmar, which ran though 2015, garnered the resorts multiple awards and accolades, including Condé Nast Traveler 2011, 2012 and 2013 Reader’s Choice Awards and Gold List 2012 and 2013; Elite Traveler world’s best resorts in the Hotels, Resort & Spa 2011 issue and top 101 ocean suites in the SuperYachts Fall 2011 issue; U.S. News & World Report Best Hotels 2014; and TravelAge West 2012 Editor’s Picks
Results
700+ Articles
$156+ Million Estimated Editorial Value
578+ Impressions