Shortlist Cannes Lions for the Digital PR Category.

Cumple Pampita

The challenge

Communicate the launch of a new TRS Hotel of the Palladium Group in Yucatan, Mexico while generating reservations.


The solution

CThe brand was targeting users of Cono Sur, so we decided to work with Carolina Ardohaín (Pampita), who is adored by the brand’s target audience.

Taking advantage of the celebrity's 40th birthday, we decided to host a week of celebrations with Pampita's family and best friends at the hotel.

  • Main platform for content dissemination, where we generated stories, posts, live videos.

  • Platform used to promote paid media and to enhance organic content.

The Results


During the one week celebration of #CumplePampita, the hotel received 1500 reservations.


The #CumplePampita hashtag reached 11M users. As for impressions, it was viewed 133M times on Twitter & Instagram.


PR Value of organic content: $500,000 USD.