One&Only Palmilla is an award-winning resort located in San Jose del Cabo, Mexico.
In September 2014, Hurricane Odile ravaged the Baja California Peninsula, leaving the area and its rich culture in shambles.
The devastation prompted a 7-month property closure.
In April 2015 the property announced its triumphant reopening, which was to be chronicled through a robust social media campaign, anchored by a video that would be produced, shot and edited in two days.
Target demographic for the campaign were affluent, international travelers with intent to travel to Baja California Peninsula.
General customer profile was a Gen X-er with a household income exceeding $165K.
Also targeted to promote awareness of the re-opening among past guests of the resort.
We named the campaign, “The Legend Returns” which was used across both social and media networks.
In the weeks leading up to the opening, we created a robust shot list with visual must-haves for the video.
To ensure the video was culturally significant, we utilized a local videographer who had endured the Hurricane. This perspective was extremely effective in communicating the narrative about the property.
