Paradisus Resorts, Meliá Hotels International’s luxurious all-inclusive brand with properties in Cancun (Mexico), Playa del Carmen (Mexico), and Punta Cana (Dominican Republic), today unveiled a new look and logo, timed to the launch of the brand’s latest campaign, ‘Where You Want To Be.’ Purposefully ubiquitous and adaptable to any situation, the tagline invites guests to customize their Paradisus experience, and decide where they want to be relaxed, in love, vacationing with friends, and so on.
"We are thrilled to launch the next chapter of Paradisus Resorts’ luxury all-inclusive brand as part of the company’s exciting growth plans," said Tony Cortizas, Vice President of Global Brand Strategy, Meliá Hotels International. "Our priority has always been and continues to be surpassing guest expectations, and the evolution of the brand is fundamental in that effort."
Over the course of the year, consumers will begin to experience the invigorated Paradisus brand across all social media platforms and marketing channels, along with on-property collateral and a new look for the website. Other upcoming elements surrounding the new look and feel of Paradisus will be unveiled throughout 2016 and include innovative partnerships with like-minded brands and organizations to introduce exciting offerings for guests. A fresh approach to branding and an interactive consumer campaign marks a new era for Paradisus, which will continue its next phase of development by entering markets including Costa Rica, Cabo San Lucas and other tropical regions.
As a first installment of bringing the brand’s new slogan to life, Paradisus will unveil its Where You Want to Be Sunny campaign via a Be Sunny Mobile, hitting the streets of New York City this February.
Be Sunny Mobile
By February, in the heart of the Northeast winter, New York City residents are longing for a visit to a tropical setting. With this in mind, Paradisus is presenting a one-of-a-kind experience for all to enjoy during a frigid time of year.
To celebrate rebranding efforts, Paradisus is bringing tropical flair to New York City with its Be Sunny Mobile a Paradisus-branded purple truck with a beach scene in tow. Debuting on February 12 and making its way around New York City through February 14 from 11 am. until 3 pm. each day, residents and visitors are invited to escape the cold and step into a relaxing beach setting to experience sunshine and sand, while sipping on refreshments. The Be Sunny Mobile will transform two of Manhattan’s busiest locations, Times Square and Union Square, into beach hideaways.
This temporary beach oasis will feature a themed photo booth, complete with props, to capture and share sunny moments through a customized Paradisus digital postcard. Those who visit the Paradisus pop up beach will be encouraged to share images on social media using the #BESUNNYMobile hashtag, which will also enter them for a chance to win a vacation to a Paradisus property in Mexico or the Dominican Republic. Those interested in visiting this tropical oasis in New York City can follow the #BeSunny hashtag to learn where the Paradisus Mobile will be positioned daily.
On February 14 the last day of the mobile activation the Paradisus photo booth will be transformed into an interactive Valentine. Couples, friends, or passer-by’s will again be invited to the Paradisus Mobile, this time to create a Valentine’s Day digital postcard, and post on social media using the hashtag #MySunnyValentine. Sure to be a day filled with love and affection, Paradisus will announce additional Valentine’s Day surprises on location.
Social Media Reloaded
On January 20, Paradisus launched a month-long campaign via Instagram whereby the Paradisus page was transformed into a giant, beautiful sun soaked image that embodied the new brand messaging and created a grand reveal of #BeSunny. To further amplify the messaging via social media platforms, the brand will offer various giveaways, both on and off property. Fans suffering from colder climates can head to the Paradisus Facebook page to answer the question “Why is Paradisus Where You Want to Be Sunny RIGHT NOW?” for a chance to win a vacation giveaway.
Paradisus Resorts (melia.com/paradisus) is currently operating five resorts, three in Mexico: Paradisus Playa del Carmen La Perla (adults-only), Paradisus Playa del Carmen La Esmeralda (for everyone) and Paradisus Cancun, and two in Punta Cana, Dominican Republic: Paradisus Palma Real and Paradisus Punta Cana. The rebrand is designed to boldly communicate real transformative experiences in culture and surroundings, reveal ongoing enhancements to the Paradisus brand and guest experience, and create an elevated look, feel and design of all social media and marketing platforms. This innovative new branding will ensure Paradisus is exactly where travelers want to be.