In 2025, the Los Cabos Tourist Board set out to strengthen its brand awareness among the French public while reshaping its image beyond that of a classic beach resort. The goal: to position Los Cabos as an high-end, artistic and inspiring destination,one that appeals to travelers seeking authenticity, elegance, and wide-open spaces.
To meet this challenge, the GroupExpression agency designed an original press relations strategy grounded in fashion culture and visual storytelling.
A creative, affinity-based PR strategy rooted in fashion sphere
To break away from conventional tourism promotion, GroupExpression proposed an editorial collaboration with Gala magazine, a leading figure in women's lifestyle media. The concept: showcasing Los Cabos through an immersive fashion photoshoot, blending desert landscapes, ocean views, and contemporary architecture.
The angle was deliberately aesthetic and aspirational, designed to spark emotion while anchoring Los Cabos in the imagination of an upscale female audience.
The entire conception was designed to create strong alignment between the destination and values such as creativity, sophistication, and exclusivity..
A high-impact media plan to maximize visibility
The campaign culminated in a 9-person press tripto Los Cabos in January 2025. Stylists, models, photographers and editors were able to explore the region's iconic sites, while enjoying an immersive experience.
The resulting content included:
- A special 60-page edition in Gala (February 2025), featuring the cover, fashion editorials, 4 pages on tourism in Los Cabos, and 2 pages on partner hotels.
- Complementary digital assets: an engaging Instagram reel, multiple online articles, a newsletter dedicated to partner brands and the media's professional network.
Every piece of content was carefully curated to enhance the destination in a premium lifestyle context, far from traditional tourism marketing codes.
Remarkable results and stronger positioning
- Total audience reached : over 1 million people (print + digital)
- Earned Media Value (EMV) : estimated to 1,5 million euros
- Premium coverage in a leading women's/lifestyle media outlet
- Boosted brand awareness in the French market thanks to distinctive storytelling
- Established positioning: Los Cabos is now seen as a trendy, upscale destination, at the intersection of nature, design, and culture.
To read the GALA article about Viceroy Los Cabos: click here.
This case study showcases GroupExpression’s ability to design PR campaigns that are innovative, visually impactful, and strategically driven — campaigns that can shift how a destination is perceived.
