Finding balance in paradise
with Diana Flores
The Brief
Los Cabos is known for its blend of luxury, wellness, and sustainability, a rare combination that sets it apart. We partnered with the Los Cabos Tourism Board to develop the Wellness Champions campaign, positioning the destination as a true wellness sanctuary beyond resorts. As the next evolution of that work, we introduced their first ambassador program to bring the message to life through a more personal and powerful lens.
The Insight
Our audience is out of alignment. In reaching their career and life goals, they’ve sacrificed self-care. Los Cabos meets them where they are, giving them the rituals and practices they need to restore balance.
The Solution
The Wellness Champions campaign rolled out in three phases, each spotlighting how Los Cabos supports physical, mental, and cultural well-being. In the final phase, we introduced Los Cabos's first ambassador, Diana Flores, quarterback and captain of the Mexican national flag football team. As a proud Mexican native and elite athlete, Diana embodied the strength, balance, and authenticity at the campaign's core. Her journey through Los Cabos blended training, restoration, and time with family, showing that wellness isn't just a moment—it's a way of life.
The Results
Through the Wellness Champions campaign, over 300 assets were developed to fulfill an integrated plan targeting consumer & trade audiences across multiple channels. Diana's Flores's wellness message made a splash across the campaign, resulting in a remarkable 325% increase in video views, totaling over 10 million, and contributing to the campaign's 3 million website sessions. The campaign also earned media coverage in major outlets, including Sports Illustrated, Yahoo! Finance, People en Español, and Travel Pulse.
