Grupo Posadas’ Fiesta Americana Resort Collection held very little mindshare stateside. And with such amazing properties, that had to change. Since American visitors comprise a significant portion of overall occupancy, we set our sights on significantly raising the collection’s profile.
Like everything else, we started with research – a ton of it. We set out to understand American perceptions of Mexico and people’s decision-making processes when it comes to traveling. From our insights, we developed an entirely new brand platform to launch a new name and brand ID that’s telegraphic, has luxurious connotations, and will last the brand for generations —La Colección.
Since the competitive landscape was a sea of sameness cluttered with discount offers, La Colección needed to inspire a discerning audience with compelling stories and a lush, exotic allure.
We brought the campaign to life across multiple touchpoints with a highly-targeted media & publishing plan. And then brought an editorial-style website to life that helped those landing from our digital media to a highly engaging and relevant series of content pages. Our campaign and branding efforts launched with over 50M digital impressions, over 1M unique website visitors over first six months, and an immediate 15% increase in bookings from the US.
- Project Roles
- Art Director, Creative Director
- R&R Partners
- Brand Strategy, Conceptual, Design Strategy
- Advertising, Branding, Naming
- Project Industries
- International, Luxury, Travel/Tourism