Xcaret México Espectacular triumphs at the Brass Ring Awards

Grupo Xcaret obtained various awards in the latest edition, with “Best Theater Production” being the most outstanding one 

In the most recent edition of the Brass Ring Awards, Grupo Xcaret had an outstanding role, obtaining key awards, such as “Best Theater Production” for the now traditional show Xcaret México Espectacular, as well as a deserved recognition for the enormous work carried out during the health contingency last year. 

At that time Grupo Xcaret, as a leader in sustainable tourism recreation, set its sights on the future, establishing the 360° Xafety protocols, with the goal of offering safe spaces free of pollutants in each of the Parks, Tours and Hotels. 

Similarly, other campaigns were launched aimed at maintaining joy for life, hope and positivity during turbulent months for the world, such as Vitamin X campaign. 

The effort and passion invested reaped great results. The first would come from being one of the first companies in Mexico to get the Safe Travels distinctive; others by being able to collaborate with the World Tourism Organization as part of the Council of Affiliate Members to create and bolster official recommendations and measures for an economic recovery; or by being part of the team of consultants who developed the IAAPA (International Association of Amusement Parks and Attractions) Reopening Guide; and many more by receiving thousands of visitors in safe spaces. 

In these weeks, new recognitions were added to these actions, this time for the way they were communicated. During the most recent Brass Ring Awards, held by IAAPA, Grupo Xcaret triumphed in four of the eight categories of the ceremony. 

Named for the rings given to riders on the carousel at early amusement parks, the Brass Ring Awards recognize excellence in operators, projects and individuals from every sector of the amusement industry globally. Read on to find out the categories obtained by Grupo Xcaret: 

Best Theater Production 

Competing against shows such as The Great Christmas Invention by Universal Studios Singapore and Mikey’s Storybook Adventure, at Disneyland Shanghai, Grupo Xcaret was crowned with this recognition with the iconic Xcaret México Espectacular

Since 1995, this show has enchanted locals and strangers, growing and evolving, moving from the Open Forum to the Gran Tlachco Theater, and incorporating elements such as the representation of the Maya Ball Game, as well as significant passages in the history of our country to represent the cultural wealth of our country.  

Remember that your México Destination Club membership gives you backstage access to the Gran Tlacho Theater, preferential seats and a special dinner. Consult your Concierge to schedule these activities in advance. 

Best Public Relations Campaign 

In the category of Best Public Relations Campaign, the Grupo Xcaret marketing branch triumphed with the 360​​° Xafety campaign, launched to communicate the then new protocols generated to maintain safe environments all the time. This award tied with the teaser trailer for a new Six Flags Fiesta Texas attraction. 

Best Outdoor Advertising 

The advertising campaign Grandes Sonrisas, which recreates happy faces in iconic landscapes of the Parks, has been presented in various public spaces, with billboards that can be seen along the Cancun-Playa del Carmen highway, on buses and on digital banners. Again, this award was tied with a publicity campaign, this time for Ripley’s Aquarium in Myrtle Beach. 

Best Digital Television or Video Commercial (with an annual audience of over a million) 

During the summer of 2020, Grupo Xcaret launched the Vitamin X campaign, inviting guests, members and visitors to re-energize with the unique attractions of Hotel Xcaret México (at that time the only one of the Xcaret Hotels), the Parks and Tours, which was awarded in this category.