Following the high-profile acquisition of the Pacha Group by FIVE Hotels and Resorts, I was brought on as a lead consultant to spearhead the US media strategy for the launch of Destino Five Ibiza. Working alongside a UK-based team, my role was to leverage my international travel expertise to secure high-authority placements and ensure a cohesive brand narrative across the Atlantic.

Strategy

I developed a "New Era of Luxury" narrative, specifically tailored to the North American luxury traveler. My strategy focused on positioning Destino Five as a global wellness and entertainment hybrid, moving beyond traditional nightlife coverage to secure features in premium lifestyle and travel publications. I ensured that all US-facing messaging was perfectly aligned with the brand's new disruptive hospitality DNA.

Execution

I managed the end-to-end US media journey, from coordinating bespoke press trips for leading North American journalists to overseeing strictly embargoed press releases. Serving as the primary US liaison, I organised on-site media experiences and 1:1 briefings that ensured the venue’s five-star rebrand was reflected with precision and prestige in every feature.

Syndication & Reach

The launch achieved dominant global visibility, with my efforts focusing on top-tier US and international syndication. I secured flagship features in OK! Magazine, Daily Mail, Hello Magazine and The Sun, while establishing a strong presence in luxury travel trade titles. The campaign’s strategic rollout ensured that Destino Five Ibiza was established as the "must-visit" destination of the season for the elite US market.