An integrated communication campaign was developed for the client Sierra Tortuga, a mountain complex located in Sierra de los Padres. Extensive market research was conducted to support the campaign development by analyzing the industry and its competition, uncovering consumer insights, and extracting valuable information. The initiative included a brand analysis and restyling proposal, a marketing and advertising strategy, a creative proposal, a promotion and merchandising plan, website development, a viral social media and CSR strategy, a comprehensive media plan including selection and full budgeting, an annual action schedule, an additional internal communication strategy, and alternative ideas for campaign continuity.