Secrets Resorts & Spas

CASE STUDY

HOW WE CHANGED "ALL-INCLUSIVE" TO "ALL-EXCLUSIVE" THROUGH LUXURY AND ROMANCE

BRAND IDENTITY, PHOTOGRAPHY, CINEMATOGRAPHY & DIGITAL MARKETING

In 2001, Inclusive Collection by Hyatt® (formerly AMResorts) changed the modest perception of all-inclusive vacations by launching their first brand, Secrets Resorts & Spas — true luxury all-adult destinations with extra measures of romance, 24/7 gourmet dining and concierge services.

Today, the Secrets Resorts & Spas Collection includes over 27 locations in nine countries. We were selected to create and develop the brand’s identity and messaging from the ground up. The design, imagery, tone of voice, print and digital marketing were all produced, coordinated and curated by Arroba International.

BRAND LOGO

As an integral part of crafting the visual narrative for Secrets Resorts & Spas, our team was entrusted with the task of designing the very essence of the brand — its logo.

STILL PHOTOGRAPHY

The Secrets name sets the direction and mood for our images, communicating intimacy, reconnection and the elevated standards of its lush, in-room suites and 24-hour personal services.

CINEMATIC STORIES

Using advanced cinematographic equipment, we captured the lush environments of the Secrets properties. Whenever possible, we concepted the scenes for simultaneous still photography as well.

^ Secrets Maroma Beach Riviera Cancún. By The World of Hyatt® Inclusive Collection

^ Secrets Playa Blanca Costa Mujeres. By The World of Hyatt® Inclusive Collection

^ Secrets Bahía Mita Surf & Spa Resort. By The World of Hyatt® Inclusive Collection

DIGITAL MARKETING

Our integrated digital campaigns include a series of 15-second video stories for social media, digital billboards in New York City’s Times Square and the development of an app for mobile devices.

^Weddings. Secrets St. Martin Resorts & Spa. By The World of Hyatt® Inclusive Collection

^ Mobile device app

PRINT ADVERTISING

Key to positioning Secrets as a brand leader was the creation of single and double page spreads in premiere international magazines including Travel & Leisure, Condé Nast Traveler, The New York Times travel magazine and major publications for hospitality professionals.

COLLATERAL MATERIAL

To set the Secrets brand even further apart, we replaced the traditional vertical rack brochures with premium oversized booklets in an embossed landscape format. A tantalizing preview of the Secrets experience begins just by holding this printed jewel in your hands.

^Brochures Covers

^ Interior Double-spread magazine ads

MEETINGS & INCENTIVES

The all-adult atmosphere of Secrets made its scenic settings especially attractive to meeting and Incentive planners. We understand their requirements and produced photos, films and narratives showcasing the broad range of meeting facilities, international food and beverage venues, recreational opportunities, entertainment and custom services.

^ Secrets Puerto Los Cabos Golf & Spa Resort. By The World of Hyatt® Inclusive Collection

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