NEW YORK, Feb. 16, 2016 (GLOBE NEWSWIRE) -- 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 unveiled its Where You Want to Be Sunny campaign via a Be Sunny Mobile, which hit the streets of New York City this past weekend.
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 presented a one-of-a-kind experience for all to enjoy during this frigid time of year.
To celebrate rebranding efforts, Paradisus brought tropical flair to New York City with its Be Sunny Mobile – a Paradisus-branded purple truck with a beach scene in tow. The Be Sunny Mobile went around New York City from February 12 through February 14 and each day invited residents and visitors to escape the cold and step into a relaxing beach setting to experience sunshine and sand, while sipping on refreshments. The Be Sunny Mobile transformed two of Manhattan's busiest locations, Times Square and Union Square, into beach hideaways.
This temporary beach oasis featured a themed photo booth, complete with props, to capture and share sunny moments through a customized Paradisus digital postcard. Those who visited the Paradisus pop up beach were encouraged to share images on social media using the #BESUNNYMobile hashtag, which also entered them into a contest for a chance to win a vacation to a Paradisus property in Mexico or the Dominican Republic.
On February 14 – the last day of the mobile activation – the Paradisus photo booth was transformed into an interactive Valentine. Couples, friends, or passer-by's kept warm in the Paradisus Mobile truck, creating a Valentine's Day digital postcard with hashtag #MySunnyValentine. The day was filled with love and affection, Valentine's Day surprises such as a proposal.
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 offered various giveaways, both on and off property. Fans suffering from colder climates headed 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. Guests already on property were asked to "Catch the Sun" by capturing a sunrise/sunshine photo and posting on Instagram or Twitter using the property hashtag (i.e. #ParadisusPlayadelCarmen) and tagging @ParadisusResorts #BeSunny.
Paradisus Resorts 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.
For more information, please visit melia.com/paradisus and follow along @ParadisusResorts #BeSunny.
About Paradisus Resorts
Paradisus Resorts is an all-inclusive luxury resort brand owned and operated by Meliá Hotels International, one of the world's most successful hotel companies. The growing brand currently has two hotels in Punta Cana, Dominican Republic: Paradisus Palma Real and Paradisus Punta Cana and three resorts in Mexico: Paradisus Playa del Carmen La Perla (adults-only), Paradisus Playa del Carmen La Esmeralda (for everyone) and Paradisus Cancun. Boasting unique room categories and luxurious upgrade options such as the adults-only Royal Service and family-only Family Concierge, the resorts are ideal for a wide spectrum of guests including couples, family vacations, destination weddings and business travelers. The properties in Punta Cana each feature The Reserve at Paradisus, an exclusive resort-within-a-resort concept where guests experience private check-in and stay in residential style accommodations, among numerous other services and amenities. Paradisus Resorts will continue its growth with the opening of a brand-new property in Papagayo Bay, Costa Rica, scheduled to open in late 2016.
About Meliá Hotels International
Founded in 1956 in Palma de Mallorca (Spain), Meliá Hotels International is one of the largest hotel companies worldwide as well as the absolute leader within the Spanish market, with more than 370 hotels (current portfolio and pipeline) throughout more than 40 countries and four continents under the brands: Gran Meliá, Meliá Hotels & Resorts, Paradisus Resorts, ME by Meliá, Innside by Meliá, Tryp by Wyndham and Sol Hotels. The strategic focus on international growth has allowed Meliá Hotels International to be the first Spanish hotel company with presence in key markets such as China, the Arabian Gulf and the US, as well as maintaining its leadership in traditional markets such as Europe, Latin America and the Caribbean. Its high degree of globalization, a diversified business model, the consistent growth plan supported by strategic alliances with major investors and its commitment to responsible tourism are the major strengths of Meliá Hotels International, being the Spanish Hotel leader in Corporate Reputation (Merco Ranking) and one of the most attractive to work worldwide.
Photos accompanying this release are available at
CONTACT: Media Contacts: DKC Public Relations Paradisus@dkcnews.com
Source: Melia Hotels International