Case Studies: Cancun
Need for Innovation
This unique Caribbean island destination was determined to create non-traditional U.S. exposure to stimulate travel.
Cancun needed to demonstrate its versatility as a sought-after vacation destination. Everyone knew of its scintillating beaches, but it offers much more.
This was not an advertising assignment. It mandated a breakthrough event marketing strategy.
Relocate the popular sports TV program "The Superstars" to Cancun.
Build a 1/4 mile track on vacant ocean-side property, so that the athletic competitions featured an unmistakably Cancun backdrop.
Broadcast vignettes of athletes enjoying the nearby Mayan ruins, snorkeling, fishing, etc.
In short, provide a Cancun look and feel to every aspect of the ABC Wide World of Sports program broadcasts.
Cancun received unprecedented levels of in-broadcast exposure.
The destination reported increased bookings each of the three years it hosted the event.
And annually hosting the world's top athletes gave the up-and-coming area a great sense of pride and esteem.