RESEARCH | CONCEPT | BRANDING | PHOTOGRAPHY | DIGITAL
SOCIAL | VIDEO | ADVERTISING | COLLATERAL | ENVIRONMENTAL
Thirteen years ago, our client Paradisus Resorts was a wholesale all-inclusive sold by travel agents. Parent Melia International had a bigger brand vision for the resorts. We were happy to oblige. In less than three years, we repositioned, re-branded, reimagined and refueled this stagnant brand, working with Melia’s global team to roll out Paradisus as an all-inclusive luxury destination resort that made and kept the promise of Pure Freedom.
We did it again in 2007, expanding on Pure Freedom and introducing a more high-fashion, sophisticated look and experience-based ideas. That reinvention ultimately had to last until 2014 because the global financial crisis brought ad budgets to a halt. Incredibly, Paradisus not only survived those years but thrived. Now, in 2016, Melia came calling again.
The consumer shift in this decade is massive. Millennials demand personalization, experiences, healthy dining, craft beverage choices, adventures and no bullsh*t. They want the truth and demand authenticity. So we were extra bold not just in our visual repositioning but in voicing our research-based thoughts and recommendations for how the brand needs to be to part of this new era.
Where You Want to Be
This fresh brand position is traveler oriented, not resort oriented. We simplified the logo; created layouts that speak but don’t pander; shot GoPro photography of real people doing real things; and partnered with a social medial strategy company to reach this new consumer where they live: on their devices. Our new positioning also redefines the meaning of all inclusive: Paradisus doesn’t include what they say you want; Paradisus includes what you say you want.
Melia is listening, adapting, including. Today the brand enjoys a new degree of cool and has multiple luxury locations in three countries, with expansion plans into the South Pacific. They lead in their category and offer an experience that is authentic and forward-thinking.