Case Study

Thinking differently: Taking the Puente Romano brand to the next level

Background

Building and communicating a luxury lifestyle brand

Puente Romano approached Journey to partner with them to create a new brand, website and marketing communications that reflected the ‘real’ personality and offering of the resort. This project would create a foundation to position Puente Romano as not only a luxury five star resort, but as Europe’s premier holiday destination. Through our branding efforts, we were able to re-define and personalise the guest experience online and offline, enabling the brand to stay relevant, fresh and ahead of competitors.

"The concept of 'Live life' gave us the platform to effectively communicate the guest experience at the resort and create a foundation for long term brand growth."

Mark Reed, Journey

Strategy

Communicating the vision

Puente Romano struggled to tell its story. With so many facets to the resort, it was difficult to effectively communicate the unique proposition of the destination. To help understand the resort, our team at Journey embarked on an extensive site visit to fully immerse ourselves in the project and gain first-hand insight into the property, its guests, staff, and the day-to-day running of the operation. To understand the stakeholders' new vision for Puente Romano, we began a series of brand workshops designed to produce a meaningful understanding of what the brand stood for. Our campaign keywords were 'cool', 'innovative' and 'authentic', and from this, we created the concept 'live life to the full'.

 

 


Results

Positioning the brand in front of the affluent travel market

Taking the lead, we applied a bold artistic direction, re-invigorated the visual identity, and produced an extensive set of fresh and authentic marketing assets. The bold new brand identity spoke to the sophisticated traveller and through confident copy and storytelling, we repositioned the hotel to within the affluent travel market. We also worked on the UX of the website and re-defined guest experiences and micro-moments of the customer journey digitally, as well as telling these stories through the brand.

Increase in website traffic
24%
Increase in pages viewed
48%
Increase in online bookings
16%