AN ATHLETE PARTNERSHIP

WITH A PASSPORT

Los Cabos x Diana Flores

The Challenge

Los Cabos already had a strong connection to luxury and wellness. The opportunity was to make that positioning feel more human — and more culturally relevant.

Rather than simply telling travelers Los Cabos was a place to reset, we needed someone who could embody what balance actually looks like when performance, ambition, identity and real life are constantly competing for your attention.

The Insight

High performers don’t always need to escape their ambition. Sometimes they need a place that helps them reconnect with themselves inside of it. For athletes especially, wellness isn’t just spa days and stillness. It’s movement. Recovery. Family. Culture. Mental reset.

Balance looks different when your body is part of your livelihood.

The Strategy

Turn destination storytelling into athlete storytelling. As the Wellness Champions campaign evolved, Los Cabos introduced its first-ever brand ambassador: Diana Flores, quarterback and captain of Mexico’s national flag football team. Rather than treating Diana as traditional campaign talent, we used her experience as the lens through which audiences could understand the destination.

Los Cabos became more than the backdrop. It became part of her reset.

connection to Mexican culture/her roots
time with family
moments of stillness between moments of intensity

The Execution

A destination campaign met women’s sports at exactly the right cultural moment. Instead of separating travel, wellness and athletics into different narratives, we created one connected story around how an elite female athlete finds balance — giving Los Cabos a credible role within her world. We built Diana’s story around the different dimensions of wellness that shape her life as an elite athlete:

The Sizzle

training and physical performance
recovery and restoration
mental well-being

The result was a travel story that didn’t ask an athlete to stop being an athlete in order to experience wellness.
It showed that strength and softness could exist in the same story.

What Was Accomplished

10M+ VIDEO views
325% INCREASE IN VIDEO VIEWS
3M WEBSITE SESSIONS

We also earned media across sports, travel & culture - Including coverage from Sports Illustrated, People en Español, Yahoo! Finance and Travel Pulse.

The larger Wellness Champions campaign produced more than 300 integrated assets across consumer and trade audiences. Diana’s ambassador story helped drive:

I helped shape the creative direction and storytelling around Los Cabos’ first athlete ambassador partnership — translating the destination’s wellness positioning into a narrative that felt authentic to Diana Flores as both an elite athlete and a Mexican woman.

My work sat at the intersection of destination marketing, athlete storytelling and cultural strategy — helping ensure the partnership felt less like traditional tourism endorsement and more like a natural extension of Diana’s world.

My Role