DEFY THE CLICHÉ TO BUILD LASTING RELATIONSHIPS
Early on, Couples was the “it” all-inclusive resort in the Caribbean. But as the properties aged, as did their customers, newer, shinier and more exotic resorts left them looking and sounding tired, clichéd and uninspiring. And bookings bottomed out.
COUPLES RESORTS
Couples is the original all-inclusive resort, designed to deliver an idyllic Caribbean experience. The brand is about romance, relaxation and pampering. A chance to forget about the real world and enjoy the moment.
Prior to rebranding Couples Resorts was operating at 48% capacity. With a great deal of research and a bold new strategy all of that changed virtually overnight.
CLIENT
Couples Resorts
DATE
September 2021
CATEGORY
Hospitality
CHILDREN OVER 21 ALLOWED
The Assignment
Tasked with attracting a younger, more energetic customer, we seized the opportunity to recast Couples Resorts as an aspiration. High fashion. High style. Of the moment. Focusing on the intimacy of the experience only to be found at Couples.
The Message
Couples that play together, stay together. With this nudge in the right direction. Bookings soared to 100% occupancy.
BRAND PERSONALITY
Welcoming
Enchanting
Carefree
BRAND VALUES
Passion
Authenticity
Culture
CORE TARGET
Young couples
Married couples
24-40 years young
BRAND PROMISE
Relax & reconnect
in an idyllic setting
Our social media strategy was comprehensive, aimed at increasing brand awareness and engaging with the target audience. We developed and managed accounts across relevant platforms (Instagram, Facebook, Twitter, Pinterest), engaged with followers and user-generated content features, implemented paid social media campaigns to reach new audiences and retarget interested individuals, and collaborated with influencers and travel bloggers to expand reach and credibility.
This new imagery, messaging, and content were implemented across all marketing channels, including the resort's website, social media platforms, print advertisements, and promotional materials. The revitalized brand was visible and engaging in spaces where our target audience was most active.
100%
Occupancy Rate Increased From 48% to 100% Post Re-brand and Campaign Roll-out
180%
Increase In Follower Growth Over 6 Months
6%
Increase In Engagement During Campaign (Industry Standard 2-4%)
EXPERIENCE
Reinforced focus on intimacy and unique couples' experiences
Maintained core values of romance and relaxation
RELEVANCE
Transformed brand image from tired to inspiring and aspirational
Successfully competed against newer, shinier resorts
PERCEPTION
Successfully repositioned as a high-fashion, high-style destination
Attracted a younger, more energetic customer base
MARKET POSITION
Reestablished Couples Resorts as an "it" destination in the Caribbean
Differentiated from newer, more exotic competitors
OUR TRAVEL/TOURISM EXPERIENCE
Our pulse on the travel industry is deep and broad. Over the years, we’ve helped numerous travel brands find success. Not because we understand travel, which we do, but because we understand marketing. We understand people and what motivates them.
And the good thing about experience, it carries forward, in the sense of expanding our knowledge and thinking. Our work with airlines, cruise lines and hotels and resorts to a lesser extent, taught us about the notion of disappearing inventory. The mindset? Every cabin and every seat must be filled because there is no making up on the next cruise or flight. This creates a sense of urgency to solve problems faster and better.
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What separates us, in our view, is our strategic approach to problem-solving. Over the years, we’ve developed a formula that creates results, derived from a keen understanding of business models, marketplace dynamics and customers’ wants and needs.
While the formula is repeatable, it is by no means cookie cutter. Every assignment requires focus, inspiration, thoroughness and hard work. There’s no magic. No silver bullet. No tea leaves. It is a process that enables continual improvement, increased efficiency and accelerated success.
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We recognize that today, everything is interconnected and immediate. Siloed thinking just won’t do. We are a true republic of free thinkers, willing to push one another into powerful collisions of insight driven by a common pursuit – the best idea wins.
So in addition to our traditional roles, we’re problem solvers, one and all. Gaining understanding by listening to customers. And even more importantly, those who didn’t buy. Staying fluent in all forms of media, social media, promotion and placemaking so we can connect with people in their daily lives.
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Channeling the age-old wisdom of Alice’s Cheshire Cat, “If you don’t know where you are going, it really doesn’t matter what road you take.”
Truth is, clients often come to us with a solution in mind. Based on what they’ve seen from others. Based on their own experiences. Or simply, based on what they wish to be true.
Do you know?
Or do you think you know?
We ask these questions because we never want to start with assumptions, either our clients’ or our own. Any action based on what we collectively “think we know,” is a recipe for wasted time, money and ultimately, failure.
A PROVEN PROCESS
STEP 1 STRATEGY
All About Them
STEP 2 DEVELOPMENT
Hearts Then Minds
STEP 3 EXECUTION
Make It Simple
Make It Quick
Make It Yours
Use All Five Senses
STEP 4 MEASUREMENT
What Works And Why
Repeat
BUILDING BRAND VALUE
All About Them
Most people will listen to you when what you say entertains and enlightens them. And when your message is crafted for a well-defined audience, you’ll persuade them. After all, an unforgettable vacation isn’t about you. It’s All About Them.
Hearts Then Minds
People accept an argument and plan a vacation for the same reason. They make a decision based on emotions and justify their decision with facts. Touch Hearts, Then Minds will be open to your message.
Make it Simple
Thoreau may have written “Simplify, simplify” but we’d advise you to “Simplify.” Make It Simple. Less is more.
Make it Quick
The world’s getting faster, and consumers are offered dozens of vacation options every day. Make It Quick.
Make it Yours
The easiest way to communicate is to mimic your competitors. However, you run the risk of people thinking you’re the same as your competitors, or that you ARE your competitors. Make It Yours with a message that looks, sounds and feels like you alone.
All Five Senses
It’s not enough to just blurt out information. The most effective communication and the most memorable vacations inspire all the senses. How will people feel when they’re experiencing your brand?
What will they see and hear? Is there a scent or a taste? All Five Senses make an impact.
Repeat. Repeat. Repeat.
Say it and then say it again. Because nobody has enough time in the day to give you full attention. Repeat, Repeat, Repeat your authentic Brand Values often, and in new and inspiring ways to make sure it sinks in.
WE BELIEVE