Wellness Champions
Client: Los Cabos Tourism Board
Category: Strategic Communications | Marketing/Promotion Campaign | 104c. Integrated Marketing
About Project
Los Cabos is known for its unrivaled luxury, wellness offerings, and environmental protection and sustainability dedication. The Los Cabos Tourism Board partnered with us to launch Wellness Champions—a campaign designed to resonate with travelers and position the region as a wellness haven beyond its resorts.
Focused on luxury travel, our strategy, in collaboration with the Los Cabos Tourism Board, targeted an audience seeking balance and self-care during life's transitions, offering a holistic journey encompassing mental and physical well-being, sustainability, and authentic local connections. The campaign unfolded in three phases across digital and out-of-home channels, delivering impressive results:
A 33% CPC drop on Facebook/Instagram
A 63% decrease on Pinterest
A 37% average CPA reduction within six months
Generating 29 million impressions and 4.9 million engagements, we surpassed our paid goals by an outstanding 104%. Phase 3, launching this fall, introduces a brand ambassador to solidify the campaign's lasting impact further and underscore Los Cabos' and the Los Cabos Tourism Board's unwavering commitment to wellness.
Credits
Sparkloft Media / Kate Adolphson / Associate Director of Production Services
Sparkloft Media / Ashlynn Lowes / Group Account Supervisor
Sparkloft Media / Alex Goodwin / Group Account Supervisor
Sparkloft Media / Joanna Garcia Mota / Social Media Strategist
Sparkloft Media / Avery Robinson / Creative Director
Sparkloft Media / Samantha Morales / Senior Art Director
Sparkloft Media / Jenny Ledezma / Senior Project Manager
Sparkloft Media / Renata Tilkian / Senior Account Director
Sparkloft Media / Lorien Steele / Executive Creative Director
Sparkloft Media / Jane Kagan / Director of Project Management
Los Cabos Tourism Board / Claudia Rubalcava / Brand and Creativity Manager
Los Cabos Tourism Board / Rodrigo Esponda Cascajares / Managing Director / Director General
Los Cabos Tourism Board / Miguel Gamboa Osuna / Digital Media Manager
Los Cabos Tourism Board / Carla Escalante / Content Manager
Los Cabos Tourism Board / Cecilia Ghiraldo Peart / Marketing Manager
Grant Lemons / Videographer
Blake Bronstad / Photographer
