Grupo Xcaret, one of Mexico’s leading sustainable tourism brands, chose Zapwater Communications to launch La Casa de la Playa in connection with company’s 30th anniversary. La Casa de la Playa is the brand’s first ultra-luxury boutique property, which opened on 11 December 2021. The 63 all suite luxury hotel is home to a secluded beach surrounded by nature, with stunning ocean-view accommodations. The hotel’s distinct experiences include various culinary journeys courtesy of internationally renowned chefs, Muluk Spa, private concierge, butler service, private pools, spacious terraces and much more.
Zapwater was tasked with positioning La Casa de la Playa as the top new luxury, all-inclusive hotel in Riviera Maya to key audiences in the U.S. and Canada. The agency also sought to educate target audiences about the property’s unique points-of-difference, including high-end luxury amenities, tailored guest experiences, distinctive architecture and design, world-class culinary offerings, and art of culture.
Grupo Xcaret chose New York City as the main market to introduce the brand to a select group of top-tier media, editors and luxury travel writers. To make a big splash among audiences and to ensure a memorable event that would encourage people to attend amid the pandemic, the agency chose to execute the event at one of the city’s most in-demand venues, the Peak at the Edge, Hudson Yards on Tuesday, 9 November 2021.
The La Casa de la Playa grand opening media event generated over 30 media placements, resulting in 553,187,193 media impressions with a $1.1MM media value.
