Case Study:

Sheraton Grand Los Cabos

Quick background of the project:

Cabo San Lucas has become the world-class golf destination after the development  of Sheraton Grand Los Cabos Hacienda del Mar and its famous golf courses and club houses.

Due to the successful annual Golf tournaments many golfers from all over the world keen to play it’s beautiful yet challenging courses and stay at Sheraton Grand Los Cabos Hacienda del Mar.

Client:
Sheraton
The Mission:

Sheraton Grand Los Cabos Hacienda del Mar needed an agency experienced with a multicultural team, and knowledge of international markets and trends to manage it’s public relations and marketing.

The Solutions:

Visualab created a consistent, integrated marketing plan to reach out to key audiences and promote Golf tournament packets. The marketing and Public relation strategy include:

Research & Market Segmentation

We researched consumer and market trends by conducting a focus group, consumers interviews and consulting online databases.

Product & Distribution Strategy

The initiative was to utilize the Annual Golf Tournament to advertise the Sheraton Grand Los Cabos Hacienda del Mar and enter into the market by providing attractive packet, while conveyed the idea of “luxurious, yet not out of range for the everyday consumer.”

We suggested to our client in order to have a successful product-distribution to be implemented by short and long-term approach. The short-term plan was getting endorsement through the Annual Cabo San Lucas Golf League to attract key audiences. This allowed us to have more control over price and overall distribution, with lower overhead and higher profits. Our long-term plan used an indirect approach in which Sheraton Grand Los Cabos Hacienda del Mar become a sponsor of the annual Golf tournament.

PR & Media Strategy

We used the popularity of social media, such as Facebook, Instagram, and Youtube with the intention to promote the annual Golf tournament and Sheraton’s vacation packets. We collaborated with Americans and Mexicans influencers, and famous traveling bloggers to promote the city, hotel amenities and golf tournament.

The Results

The marketing plan was implemented over the course of 12 months. Post marketing metrics showed :

Annual sales increased by 38.5%

Website traffic and conversions increase: 22% more online bookings

Increase in Social Media Engagement

1%
Increase in Impressions on Facebook and Instagram