ZAMAS Hotel, a boutique beachside hotel in Tulum, Mexico along the Riviera Maya opened in 1993, long before the off-the-grid town rose in popularity with urbanites from North America and Europe. The owner-operators were looking for creative programs that would infuse new life into their brand, which had a strong F&B component, within an increasingly competitive market.
Goal and Tactics
With a popular restaurant that attracted locals, celebrities and repeat visitors over the years, ZAMAS created an international chef and mixologist series bringing well-known talent from across the U.S. and Mexico, to guest chef and bartend at Que Fresco restaurant. Savor PR was tasked with helping the ZAMAS team find international culinary talent who would cook on the premises while highlighting both their skills and the locally influenced cuisine of the Mayan town of Tulum. The goal was two-fold, in that chefs and mixologists would have a platform to share their expertise with the local talent at the restaurant, while increasing media exposure for both ZAMAS and their personal brands. In order to maximize media exposure, Savor recommended that ZAMAS target guest chefs and mixologists from the markets where their customer base was strongest. In addition, it was important to seek talent with good reputations in their local markets, which would allow the PR efforts to focus on both national as well as local hometown press.
- Secured participation from nationally known chef, Mike Isabella, former contestant and finalist from Top Chef.
- Targeted and worked with well-known chefs and mixologists from the Bay Area, a very important market for ZAMAS, including Alicia Jenish, executive chef of The Grand Cafe in San Francisco, Chef Telmo Faria and mixologist Mike Barrow from Tacolicious and Mixologist Scott Baird of the Bon Vivants.
- Secured press hits in national and local media outlets including the Los Angeles Times, Thrillist Travel, Latina Magazine, and 7X7 Magazine.
- Increased foot traffic and business in ZAMAS’ Que Fresco restaurant during each guest chef visit.
- Increased exposure of ZAMAS in the media landscape, which increased general interest from travel media and bloggers in the property.
- During the chef series, there was a two-fold increase in engagement on Facebook traffic.