Palace Resorts Unveils New “Live in Awe” Advertising Campaign
By Kerry Medina
June 13, 2012 10:25 AM
Palace Resorts, the Mexico-based all-inclusive resort company, showcased its new “ Live in Awe” advertising campaign at a reception in New York City on June 12. The campaign reflects the emotions visitors will feel once they experience a Palace Resorts vacation with what the company calls an unmatched level of inclusions, which set it apart from any other all-inclusive properties in the world.
“Live in Awe” also captures the immersive guest experience offered by the brand for a wide range of guests. The new campaign will debut in print advertising and digital marketing, as well as through on-property experiences, such as the only Jack Nicklaus Golf Academy on property in Mexico, top-notch entertainment, lavish amenities, luxury spas and high-end dining.
"Palace Resorts was a pioneer in the traditional all-inclusive concept, but as we evolved with a new level of extraordinary offerings, acclaimed entertainment, superior amenities and over-the-top guest experiences, we have essentially created a new category called awe-inclusive," said Gibran Chapur, executive vice president of Palace Resorts. "Our new campaign perfectly captures those differentiators."
Developed by creative and communication consultants Newlink Group, Palace Resorts' advertising and public relations agency of record, “Live in Awe” taps into the emotions guests feel when they experience Palace properties. Ariadna Interactive Communications, a firm specialized in digital marketing, developed by the online campaign strategy, which will combine search engine marketing, presence in top-ranked media, and high impact creative. The campaign aims to strengthen Palace Resorts' connection with guests and reasserts the company’s commitment to offer “awe-inspiring” service, amenities, lively entertainment, and much more.
"Our inspiration for ‘Live in Awe’ came from our first visit to a Palace Resorts property where we felt awed by the genuinely-friendly staff, the beautiful facilities and the unmatched amenities," said Jose Luis Villa, creative director for Newlink Group. "Most all-inclusive properties typically have the same look and feel, and this is not the case with Palace Resorts. We feel the ‘Live in Awe’ campaign captures this vital difference."
Palace Resorts' continues to offer unique amenities and experiences, including superstar entertainment by such stars such as Shakira, Enrique Iglesias and Jon Secada, as well as this summer's engagement of Cirque Dreams Jungle Fantasy. The company’s resorts also feature premium spirits, such as Grey Goose and Bombay Sapphire, as well as bottles of wine scored 85 points or higher (as rated by top wine magazines). Palace Resorts also recently announced the launch of a new Family Connections program, a concept created to strengthen family bonds through one-of-a-kind vacation experiences, including premium family room categories that include additional amenities and services, including private complimentary nanny service, a Kiddie Concierge line and priority access to the rebranded Connection Zone Kid's Club, which features specialized activities, unique menus and Nextel Direct Connect Walkie-Talkies for children.
Palace Resorts also offers guests an additional $1,500 resort credit promotion. Guests who book three nights or more can use the credit towards room upgrades, tours, spa/beauty salon treatments, golf outings, and select Colin Cowie Wedding Collections to upgrade their resort experience.