Viceroy
Establishing Viceroy Riviera Maya as Mexico’s #1 creative haven.
Background
In 2022, Viceroy Riviera Maya sought to inspire younger, progressive travellers. Our goal was to position the destination as a creative haven, appealing to an audience eager for exploration and inspiration post-pandemic.
Our approach
Drawing from the name ‘Viceroy’, which signifies a leader, we developed a PR programme that positioned the resort as a sanctuary where visionaries could reconnect with their creative essence and reignite their passions. We invited guests to embrace their own ‘inner Viceory’ in a setting that inspires bold ideas and transformative moments.
What we did
We created activations, social media content, influencer marketing, and media relations, showcasing Mexico’s Riviera Maya. Partnering with local artists, we produced the ‘Inner Viceroy’ series, including the film Pequeño Jade by Mariana Meraz inspired by the resort and a mural by street artist Farid Rueda.
'Viceroy Riviera Maya is creative and disruptive, distinctive and inspiring. The Boldspace team showed they understood our brand and ambitions. Like us, they are not afraid to push the boundaries.'
Tulio Baruch
Director of Sales & Marketing