lumina
GRUPO ECCO
2024
the event
Lumina was an event spanning over two nights to celebrate the full solar eclipse in Cuatro Cienegas. This included the collaboration between Tierra Maria vineyard and Las Playitas del Desierto ecopark.
This was a huge opportunity, since Cuatro Cienegas was expecting a huge surge in visitors due to the eclipse.
Our audience was family friendly, adventure-oriented people that looked for a relaxing way to connect with nature, their loved ones and themselves during the eclipse.
the STRATEGY
A minimalist identity was created for the event, contrasting those of our main competitors to differentiate ourselves.
The strategy for this event included:
• Organic content shared on all of our brands promoting the event in varying formats to maintain freshness.
• A variety of paid advertisements.
• A landing page.
• Select collaboration with small influencers, including multiple giveaways.
Lumina was a success, and it remains the most profitable and shared event for Grupo Ecco to this day.
