Where life is full of vida
Client: Barceló Hotel Group
Strategy
Social Media
Integrated Campaigns & Marketing
Content, Activations & Production
Speaking the same language is essential. In LATAM, we are the only hotel chain that truly understands the meaning of LIFE, but above all, VIDA.
THE CHALLENGE
Connecting through culture
The United States is a key market for the Barceló Hotel Group, and our hotels needed to stand out from the competition while improving brand awareness, engagement, and bookings. We needed a concept inspired by our values to genuinely connect with the target audience.
THE IDEA
Experts in veranito, papi
Where life is full of vida is the campaign that connected with the U.S. market via a single spot. In the Caribbean, we are uniquely fluent in both languages, and we knew we had to make the most of it.
Veranito, solecito, siestita, VIDA. These are terms every American already recognizes (thank you, Bad Bunny), and they set us apart from other hotel brands operating in LATAM. A fresh campaign that speaks the language, and the cultural codes, of today.
Fully adaptable across all touchpoints (even Times Square!), and primarily digital, the campaign drove a 400% increase in searches for our hotels.
