positioning Los Cabos as an undiscovered treasure trove of culture.

Palm worked with the Los Cabos tourism board on a campaign to position Los Cabos as an undiscovered treasure trove of culture, beauty and gastronomy, our objective was to drive awareness of this un-tapped region within the UK market. Inspiring British travellers to visit, the goal was to increase bookings and cement Los Cabos as a ‘must-visit’ destination for 2024.

Employing an integrated and holistic approach to media comms, Palm implemented several strategic activations to place Los Cabos front of mind for British travellers. Through creative ideation, storytelling and inspiring activations, Palm achieved the cut through required to make waves during a busy UK news agenda.

To showcase Los Cabos’ wealth of reasons to visit, Palm curated dedicated press and influencer trips for top-tier national travel media, with specific focus on key messaging pillars such as gastronomy, adventure and wellness. This enabled us to give UK readers the full sweep of the USPs that the luxury destination has to offer.

For those media who couldn’t make it out to the destination themselves, Palm was able to bring a ‘Taste of Los Cabos’ to the UK. Palm instigated a Chef collaboration between four of the region’s most celebrated chefs and a well-regarded Mexican Chef from London’s Santo Remedio restaurant. Media and tastemakers were invited to experience the one-off menu in London throughout the activation, opening their senses to the flavours of Los Cabos.

As part of the collaboration, we flew the Chef Patron of Santo Remedio, Edson Diaz-Fuentes out to explore Los Cabos and its impressive foodie scene along with a reporter from Forbes, a key title for UK & US global audiences, and a journalist from well-known UK national publication, the Independent.co.uk which resulted in a range of top-tier articles reaching a wide audience.

Palm also worked with KOL’s to host a press trip in Los Cabos, aimed at raising awareness among UK media about the incredible destinations.