The destination is unique in its offering of a modern vacation destination, like Cabo San Lucas
(but not as big) and a traditional Mexican experience, like Puerto Vallarta (but not as big). The solution was to give Ixtapa•Zihuatanejo something to stand for that only it can own. We partnered with Food & Wine magazine,
and established the only world-class food festival in Mexico at the destination.
A thorough logo design process explored various ways to communicate the authentic aspect of the destination. From the thatched palapas to the traditional tiles found throughout the architecture. Ultimately the duality of experience, the modern vacation destination of Ixtapa and the traditional fishing village of Zihuatanejo,
landed the logo pf the two fish in the constant motion of a circle.
The Food & Wine Festival in Ixtapa Zihuatanejo anchored the events for the year.
Not only did boost visitation to the destination, but it gave the tourist bureau approximately six months
of content and editorial leading up to the festival.
MAKING VISITING EASY
An app was created that made it easy for a first-time visitor to experience the Festival to its fullest and
as well as explore Ixtapa Zihuatanejo.
Food & Wine Festival at Ixtapa Zihuatanejo website
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PRINT AND DIGITAL
The print continued to message the duality of experience the destination offers. Half page spreads made the best of a limited budget and stood out in travel publications. Digital presented special offers and partnerships like Alaska Airlines.
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BRANDED CONTENT DEVELOPMENT
Wax developed a diverse image library that included food, high-end vacation offerings
and the authenticity of a Mexican fishing village.