From September 29 to October 3, 2024, PR Central organized a five-day meetup with FITUPAZ —the La Paz Tourism Trust in Baja California Sur— and the GoPro team, bringing together 16 content creators, including Mexican Olympic athletes. The result was 323 organic posts and 7.2 million impressions.
| Client | FITUPAZ (La Paz Tourism Trust), in partnership with GoPro |
|---|---|
| Dates | September 29 to October 3, 2024 |
| Destination | La Paz, Baja California Sur, Mexico |
| Services | Experience design and production, content creator relations, coordination with local suppliers, results monitoring |
What was the challenge?
La Paz competes for adventure travelers with better-known destinations on Mexico’s Pacific and Caribbean coasts. GoPro, for its part, holds content to a high standard: anything published under its name has to look good and feel authentic. The experience had to serve both brands at once, without the result looking like an ad for the destination.
How was the meetup designed?
Planning began in May, with follow-up meetings between PR Central, FITUPAZ, GoPro and local suppliers. Before the event, a scouting trip with the GoPro team validated the locations: Espíritu Santo Island, the El Mogote dunes and Cerro de la Calavera.
The itinerary was built around what could be filmed:
- Diving and snorkeling at Espíritu Santo Island.
- RZR rides and sandboarding on the El Mogote dunes.
- Hiking and mountain biking at Rancho Cacachilas.
- Meals and gatherings at Hotel Baja Club, Hambrusia, CasaMarte and El Molinito.
What were the results?
| Participating creators | 16 |
|---|---|
| Organic posts | 323 |
| Impressions | 7.2 million |
| Interactions | 102,000 |
| Video views | 813,000 |
Results were measured as of October 16, 2024, tracking the posts that kept appearing after the meetup.
Why did it work?
The scouting trip validated every location before bringing 16 creators, and the itinerary was designed around the content, not the other way around. Local suppliers —tour operators, restaurants, hotels— became part of the story instead of invisible logistics. For the destination, that means every post showed something a traveler can book.
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