The Challenge

Following the acquisition of Pacha Group by FIVE Hotels and Resorts, support was required to introduce Destino Pacha Ibiza to the North American market under its new ownership and positioning.

The challenge was to translate a well-known Ibiza brand into a credible, aspirational destination for US audiences — ensuring the relaunch reflected a clear shift toward luxury, wellness, and entertainment, while maintaining consistency with the wider global brand narrative.

Strategic Approach

A US-specific narrative was developed, positioning Destino as a new chapter in Ibiza luxury rather than a continuation of nightlife-led perception. Messaging focused on the property as a hybrid destination — combining high-end hospitality, wellness, and cultural programming — tailored specifically to the expectations of North American luxury travellers.

The strategy prioritised premium lifestyle and travel media over volume, ensuring the repositioning landed with authority and precision across the Atlantic.

Campaign Execution

The US media strategy was managed end-to-end in close coordination with the UK-based team. This included organising bespoke press trips for leading North American journalists, overseeing embargoed announcements, and serving as the primary US liaison throughout the launch period.

On-site media experiences and one-to-one briefings were designed to reflect the five-star repositioning, ensuring journalists experienced the property through the lens of the new brand direction rather than legacy perceptions.

Impact & Coverage

The launch achieved strong visibility across US and international lifestyle and travel media. Flagship features appeared in outlets including OK! Magazine, Daily Mail, HELLO!, and The Sun, alongside targeted coverage in luxury travel trade titles.

The strategic rollout helped establish Destino Pacha Ibiza as a must-visit destination for the US market during its relaunch season.