Objective

Meliá Hotels International is one of Spain’s largest luxury resort operators and ranks among the world’s top hotel brands. With the renovation of Gran Meliá Cancun and Gran Meliá Puerto Rico, the company sought to refresh its marketing strategy with a new on-site photoshoot and a suite of upscale promotional materials. The goal was to highlight each property’s 5-star amenities with an elegant, brand-aligned visual approach that adhered to Meliá’s global standards. 

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The Challenge

The two properties, one in Mexico, the other in Puerto Rico, had distinctly different architectural styles, atmospheres, and audiences. Cancun was more relaxed and leisure-focused, while Puerto Rico leaned sophisticated and elegant. The challenge was to create unified, premium collateral that captured each property’s unique vibe, while still feeling like part of a cohesive Meliá brand family.

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Design Solution

To create visually rich and emotionally engaging materials, we directed on-site photo shoots using natural lighting and staged lifestyle scenes: romantic dinners, destination weddings, and family moments like sandcastle building. For the print materials, we established a high-end visual language—black covers with debossed gold foil, metallic ink spreads, and refined typography—to ensure the materials communicated sophistication across both locations. Every design element was selected to elevate the perception of the properties and reinforce Meliá’s luxury positioning.​

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Outcome

The Meliá marketing leadership team was thrilled with the quality of the photography and print collateral. The campaign’s imagery was adopted into the brand’s extended visual library and featured across brochures, on-site signage, and digital platforms, including the official website.