Experience: Hospitality-Travel: Capella Hotels and Resorts

Capella Hotels and Resorts

John Legend/Joss Stone Concert Social Media Promotion

Capella Pedregal is located  on the southernmost tip of Mexico’s Baja California Peninsula in Cabo San Lucas. Encompassing 24 spectacular mountainside and oceanfront acres, this luxury resort is set at the point where the Pacific Ocean meets the Sea of Cortez, near the legendary rock formations known as Land’s End.

In 2010, the resort launched the Capella Concert Series with a debut concert featuring John Legend and the Roots and special guest Joss Stone.  Burns designed a Facebook advertising campaign targeting John Legend and Joss Stone fans in the LA market, a key feeder market for Capella Pedregal.  He also designed a Facebook Sweepstakes offering airfare, accommodations and concert tickets to bring added attention to the program.  The sold-out concert raised substantial funds for the Capella Charitable Foundation and set the stage for future growth at the resort.

Burns would go on to oversee the launch of Capella properties (hotel and real estate) in Singapore, Dusseldorf and New York.