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Project Description

Situation: The brand’s image and perception among consumers and travel agents had fallen behind that of its competitive set, impacting its daily rates.The brand’s signature property, the 700-room Gran Meliá Cancun, was badly damaged by Hurricane Wilma. The property was closed for nearly a year and was completely remodeled into a sophisticated luxury hotel.

  • A new 500-room signature property joined the brand in Puerto Rico.
  • The brand needed a fresh new image to support its new sophisticated luxury properties.

After a complete assessment of the brand and its competition, we developed a new sophisticated brand image for Gran Meliá Hotels & Resorts.

  • Logo evolved into a gold logo, more closely aligned with its parent brand.
  • Rich black and gold became the brand colors. A new copy writing style was established for all Gran Meliá items. A comprehensive photo shoot took place at the signature properties. New collateral and in-house materials were developed to support the new image.
  • Re-launch e-blasts were sent to all relevant channels: travel trade, meeting planners.
  • The restaurants and bars were renamed and re-branded with new logos.

Project Details