RIU Hotels needed to develop a new communication platform to drive brand awareness and consideration in the United States, building on its global positioning, ‘As you like it’ while adapting it to the specific characteristics of the US market.
The process began with a phase of research and strategic definition, focused on understanding the motivations that lead different types of travelers to choose a hotel. From this came Room for Every Reason: a platform built around a simple yet expansive idea, people don鈥檛 travel for just one reason; every trip, every person and every moment has its own, and RIU provides the space to experience it.
From this idea, we developed a complete creative and visual system, from the narrative and the Reasons to art direction, key visuals and audiovisual content, creating a language capable of working across both resort and urban hotels.
The next step was to translate the new campaign and brand architecture into a Brand Playbook: a system of rules designed to maintain consistency across the platform while allowing it to adapt to different audiences, stages of the funnel, formats, channels and commercial needs. This spans everything from awareness and consideration to loyalty and promotional campaigns, as well as applications across video, social, display and performance.
Finally, we developed the master assets and adaptations for launch, taking Room for Every Reason from strategic definition to a communication system designed to live, evolve and scale over time.
#Intelligence #Creatividad #BrandContent #SocialMedia #PaidSocial #NativeAds #CorporateComms
