ZAPWATER COMMUNICATIONS WINS PRSA-LA PRISM AWARD FOR VISIT BAJA CALIFORNIA SUR’S SPORTS ILLUSTRATED SWIMSUIT CAMPAIGN
LOS ANGELES, CA (November 3, 2026) – Zapwater Communications has won a PRism Award from the Public Relations Society of America, Los Angeles chapter, for “Sports Illustrated Swimsuit: Loreto Uncovered,” its campaign with Visit Baja California Sur. The campaign took top honors in the Integrated Communications, Corporate/Business: Travel, Tourism and Hospitality category at the 62nd annual PRism Awards, held Oct. 28 at the Taglyan Complex in Los Angeles. The PRism Awards recognize outstanding achievement in public relations, with entries reviewed by experienced professionals from a sister PRSA chapter.
“Loreto Uncovered” introduced Loreto, one of Mexico’s most spectacular yet underrecognized coastal destinations, to a global audience by making it the backdrop of the 2026 Sports Illustrated Swimsuit Issue. Rather than relying on traditional destination advertising, the campaign wove Loreto’s beaches, islands and the Gulf of California, a sea Jacques Cousteau famously called “the Aquarium of the World,” into the issue’s photography, video, digital and social storytelling. Locally owned businesses became part of the story too, with La Misión Loreto Hotel hosting talent and production and Loreto Sea and Land Tours leading the boating, kayaking and scuba diving experiences featured on the page.
The issue featured Tiffany Haddish, who made history as the first comedian to appear on the cover of Sports Illustrated, alongside Olivia “Livvy” Dunne, Ilona Maher, Bethenny Frankel, Brooks Nader, Molly Sims and more. Their participation sparked conversation across entertainment, sports and lifestyle media, giving Loreto a second wave of attention through appearances on The Tonight Show Starring Jimmy Fallon and Late Night with Seth Meyers and coverage in People, Entertainment Weekly, ESSENCE, Us Weekly, Yahoo and Daily Mail. Alaska Airlines supported the production as the campaign’s airline partner.
The results surpassed every objective. The campaign generated more than 581 earned media placements, over 7 billion media impressions and more than $260 million in advertising value. On social media, 44 posts from Sports Illustrated Swimsuit, Visit Baja California Sur and participating talent reached 4.1 million people and drove more than 700,000 engagements.
“This campaign proves what’s possible when a destination becomes part of the story instead of an ad,” said David Zapata, founder and CEO of Zapwater Communications. “Loreto has always been one of Mexico’s most beautiful secrets, and our partners at Visit Baja California Sur had the vision to share it with the world in a bold, culturally relevant way. This photo shoot was a great global moment for Loreto and its local businesses, and we are grateful to PRSA’s Los Angeles chapter for recognizing our work.”
For more information about Zapwater Communications, visit zapwater.com, Instagram, Facebook or LinkedIn.
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