Untamed Luxury in Mexico's Land's End
Resonance was engaged by Los Angeles-based developer Irongate to envision and create the strategy, place branding and real estate marketing for Costa Palmas, a 1,000-acre resort development on the Sea of Cortez in Baja Mexico. Resonance began working with Irongate in 2015, when the project consisted of a partially finished marina and two miles of calm, swimmable waterfront in a spectacular environment of desert, mountains and ocean.
Drawing on our proprietary Future of Luxury Travel report—which studies the wants and needs of America’s top 1% and 10% of travelers—our team got a clear understanding of marketplace demographics and consumer appetite for branded real estate and hotels in the area, as well as potential desired experiences. Our brand platform articulated the personality and essence of the development, which we positioned as an off-the-beaten-track Sea of Dreams on Cabo’s East Cape. We then named the overall property: Costa Palmas references historic appellations of the region, and the scale of the property allowed us to take ownership of the waterfront and the appealing idea of a ‘coast.’
With a Four Seasons resort now open and an Aman on the way, Costa Palmas has effectively set the bar for the entire coast of the Sea of Cortez. Resonance continues to aid Irongate in real estate marketing for the project, including the creation of the developer’s first independently branded hotel, Casa Blake.