Cancun
DON’T COCOON…CANCÚN!
Challenge
CRT/tanaka was charged with filling Cancún hotel rooms during a traditionally slow season – made worse by the negative attention brought by Hurricane Gilbert – while building overall awareness for Cancún to support a full recovery during high season.
Solution
The agency developed a resort-wide program that enabled CRT/tanaka to promote – for the first time ever – all 110 member hotels of the Cancún Hotel Association under a common banner. The program involved a publicity campaign and a series of radio promotions in key U.S. feeder markets featuring a “Don’t Cocoon…CANCÚN!” package available at all 110 member hotels.
Results
The promotion resulted in an off-season occupancy rate of 55 percent in a year when 20 percent was predicted, and Cancún was almost 100 percent sold out during the winter season – even with the construction of hundreds of new hotel rooms.
