Barceló Hotel Group
The challenge
Barceló Hotel Group needed a coherent brand repositioning across more than 20 markets simultaneously, preserving the local identity of each destination without sacrificing the chain's global recognisability.
The solution
We developed a modular visual system with an adaptable key visual that worked for both global pieces and local activations. Art direction, photo production across 6 countries and a centralised content platform.
The result
+34% brand recognition in strategic markets. Over 2,000 pieces produced under a single creative system across 18 months of collaboration.
Disciplines applied in this project
Art Direction
Conceptualisation of the visual system and production supervision across each market.
Content Production
Photography and video at destinations across Europe, the Americas and the Middle East.
Brand Strategy
Message architecture and cultural adaptation for each target market.
Digital Performance
Activation and optimisation of paid campaigns across 12 simultaneous markets.
Trade Marketing
POS materials for travel agencies and physical sales points across Europe.
PR & Communications
Media relations with tourism and lifestyle specialists across key markets.