Sol Meliá Hotels & Resorts

Passion Campaign

Situation

Meliá Hotels & Resorts is the largest resort hotel company in the world, and by far the largest hotel company in Spain. Meliá’s first advertising campaign for the U.S. market evokes the company’s origins in Spain. The Spanish are a very proud and passionate culture, and that heritage and passion are inherent in every aspect of Meliá’s product. It’s what differentiates their brand from the competition.

Solution

Print ads feature exquisite black & white portraits of "hotel staff" striking classic Flamenco poses as they perform their duties. We used Flamenco dancers rather than professional models because they were able to more accurately express the emotion and passion associated with the brand. The ads have minimal copy, relying instead on the images and campaign tagline, "Passion. It’s in everything we do." to communicate the brand benefit.