The hotel was already positioned between the Canadian and US market so the challenge was to position it among the Mexican market as the hotel that combines comfort and luxury in total harmony with nature.
The strategy was to tell stories about all the different activities that Fairmont Mayakoba offers to their guests as well as the interesting projects that they implement in order to give something back to the community and the region.
Travel Studio started compiling the hotels main messages in fact sheets, creating a general one about the resort but also 5 more about its pillars/differentiators, in order to achieve brand recognition among media and potential guests. Travel Studio included a fact sheet about “responsible tourism” that explains all the activities that Fairmont Mayakoba practices to preserve the ecosystem and contribute with the community’s development. Themed familiarization trips were coordinated, as well as monthly local press releases were distributed.
Also, after almost 10 years of operating, the hotel renovated its 4 restaurants in collaboration with a world renown chef. Travel Studio announced this as Fairmont Mayakoba’s new culinary era. For this, in less than a month we coordinated a launch event where we brought all of the hotel’s new flavors to Mexico City. This allowed journalists from national media to be the first ones to taste this new culinary approach and be able to talk about this new experience with the hotel’s general manager and the chef.
Outstanding results were achieved, placing Fairmont Mayakoba as reference of luxury and ecology among Mexican media. During the month after the new culinary era launch only, Travel Studio generated stories that reached about 5,892,840 people and an ad equivalence of almost one $100,000 USD. In addition, all communications contributed to keep a high occupancy during 2015.