THE DREAM OF MEXICO
BROUGHT TO LIFE
Introducing American travelers to Mexico’s premier resort destinations.
How We Did It The strategy.
We started with research, and a ton of it. We set out to understand American perceptions of Mexico and its decision-making process when it comes to traveling. We also researched the influencers that help them decide to go. Using insights we uncovered, R&R developed a new brand platform and new name—La Colección. Then we set out to build an enduring connection between U.S. travelers and the brand.
The Workresearch : strategy : brand development : visual identity : media planning & buying : print : out of home : experiential : digital : websites : social
Since the competitive landscape was a sea of sameness cluttered with discount offers, La Colección needed to inspire a discerning audience with compelling stories and a lush, exotic allure.
We brought the campaign to life across the web with a highly targeted media and publishing plan.
And then brought an editorial-style website to life that helped those landing from our digital media to a highly engaging and relevant series of content pages.
The Results are in.