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case study

  • the challenge

    To restructure the company and launch a rejuvenated and enhanced brand.

  • the approach

    Engage stakeholders, conduct research and develop a new brand strategy.

  • the result

    Securely positioned as the premiere vacation property specialist in Baja, Mexico.

Sun Cabo Brand Rejuvenation

Sun Cabo is a resort and villa vacation management company in Los Cabos, Baja, Mexico. Recognizing the need to better organize and structure its brand during a high growth period and to ensure its brand would sustain an increasingly upscale demographic, Tugboat was asked in 2008 to research and create a new brand plan for the company. A key client objective was to have a highly sophisticated presence in the property rental industry in the vicinity.

Acknowledging that the term “Vacations” was not the best fit for its property rental division, and also addressing the fact that the company’s successful concierge and real estate services now demanded their own segmentation, the company was renamed “Sun Cabo,” with three key business units: The Sun Cabo Collection (properties), Sun Cabo Lifestyles (concierge services) and Sun Cabo Realty (real estate).

With the branded business units implemented through a vast array of redesigned collateral, new website and in-villa pieces, Sun Cabo has now confidently assumed and is communicating its position as one of the top providers of premiere vacation properties, concierge and realty services in the southern Baja peninsula.