Introducing American travelers to Mexico’s premier resort destinations.

Grupo Posadas’ Fiesta Americana Resort Collection held very little mindshare stateside. And with such amazing properties, that had to change. Since American visitors comprise a significant portion of overall occupancy, we set our sights on significantly raising the collection’s profile.

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 Work

research : 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.

50M

digital impressions

1M+

unique website visitors over first six months

15%

increase in bookings from U.S.

People Power

meet the minds behind the work