Couples Resorts operates four romantic, upscale, all-inclusive resorts in the lush Caribbean locales of Ocho Rios and Negril, Jamaica. In 2001, Couples Resorts launched an aggressive, $4 million advertising campaign aimed at attracting new vacationers and expanding its market share in the all-inclusive category.
It didn’t work.
As a result, Couples Resorts put the account up for review, and Southern Brand Collective won the job. In assessing Couples’ previous campaign, Southern Brand found the focus of the imagery: stunning 20-something models, failed to connect with many in its core and target markets (35-44). Couples Resorts received negative feedback from consumers and trade affiliates alike. They now viewed Couples’ image as off-putting and intimidating. Furthermore, the absence of any focus on weddings meant that a significant portion of Couples’ business had been neglected. Southern Brand Collective set out to redirect and refocus Couples’ marketing efforts. By placing emphasis on the experience; the beauty and personalities of the eclectic resorts themselves, the new SBC campaign encouraged the audience to “step into” the world of Couples Resorts. With the tagline “The All-inclusive. Refined. Redefined,” Southern Brand firmly re-established the brand as one of luxury, romance and value.
“Southern Brand Collective skillfully crafted a leading-edge campaign that blended beauty and image with form and function,” said Couples Resorts Marketing Director, Annette Cavanaugh. “SBC concepted and executed an integrated marketing campaign that enabled Couples Resorts to expand the category for all-inclusive vacation travel by appealing to a more upscale, educated audience while maintaining a positive relationship with the traditional target and loyal past guests,” said Cavanaugh. “In an environment of perceived parity, they carved out an exclusive niche for Couples Resorts.”
In addition to a comprehensive repositioning of the Couples brand, Southern Brand Collective designed and implemented an effective and creative media strategy. The results were dramatic, as consumers requested 1,000% more brand brochures than the previous year. SBC also organized and streamlined the requests for materials process by developing easy-to-use, pre-approved materials for tour operators and travel professionals. The results of the campaign have been impressive. In a decade clouded by travel fears, war and economic meltdowns, Couples Resorts’ peak season bookings have been up as much as 28 percent each week over the previous year. In an industry that regards a 5 to 8 percent growth as a victory, these numbers are spectacular – even during sunnier times.
“The strong brand essence created during this campaign has enabled Couples to sustain double digit booking levels and a substantial increase in year over year occupancy levels since its launch,” said Cavanaugh. Based on this success, Couples has recently added 96 new rooms to the Swept Away location as well as a complete $25 million renovation of their flagship property, Couples Tower Isle which reopened April 15th, 2009. Couples also has plans to expand their presence throughout the Caribbean.
The campaign has continued to evolve with a more pronounced focus on Jamaica and the idea that Couples Resorts is the place for its guests to “rediscover one another”. Recent ads encourage audience interaction with a series of “Mad-Lib” style headlines prodding viewers to fill in the blanks with their own romantic stories.
