SECRETS RESORTS & SPAS

BRAND IDENTITY, DESIGN, PHOTOGRAPHY, FILM, DIGITAL MARKETING 

HOW WE CHANGED “ALL-INCLUSIVE” TO

“ALL-EXCLUSIVE” THROUGH LUXURY AND ROMANCE.

In 2001, AMResort changed the modest perception of all-inclusive vacations by launching their first brand, Secrets Resorts & Spa — true luxury all-adult destinations with extra measures of romance, 24/7 gourmet dining and concierge services. Today, the Secrets Resorts and Spas Collection includes 18 locations in six countries—ever growing and always raising the bar for romantic getaway experiences. 

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 wereall produced, coordinated and curated by Arroba International.

 

Today, AMResorts and Arroba International work together on six unique brand identities in seven countries — with more on the way.

MEXICO

COSTA RICA

ST. MARTIN

DOMINICAN REPUBLIC

JAMAICA

SPAIN

BRAND LOGO

STILL PHOTOGRAPHY

The Secrets name set 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.

As part of our total turn-key capabilities we also coordinated the talent casting and art direction for all photo sessions.

To review our full gallery, visit the Still Photography section.

 

CINEMATIC STORIES

Using advanced cinematic equipment, we captured the lush environments of the Secrets properties.

Whenever possible, we concepted the scenes for simultaneous still photography as well.

To review our full gallery, visit the Cinematic Stories section.

 

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30- Second Brand Commercial

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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.

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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.

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.

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