Our long-time partner wished to visually celebrate the Hyatt Ziva Cancun as the premium all-inclusive resort in Cancun. In addition, they wanted to showcase their three Playa branded properties in the Mayan Riviera through print and digital. Through lifestyle imagery and video, they wanted to reflect the guest experience and feature their family friendly environment as well as their adults only Turquoize offering at Hyatt Ziva.
We began with a deep discovery to identify the key competitive advantages of the property in a crowded marketplace, and determine the immediate and long term goals for the content.
The strategy aimed to deliver a comprehensive curated set of lifestyle, aspirational and architectural photography as well as short films and associated video cuts that would tell the story of HYATT and Playa. This created multiple story arcs through subsets of content that could be used across a range of channels and touchpoints for further engagement. The content needed to be consumer facing but also usable by a range of partners and resellers, and play a clear role in defining the Hyatt guest experience.
To execute the multi-purpose and multi-channel approach, VRX created a cast of 13 personas that would recreate the resort experience from a range of perspectives - the magic of wedding, a family vacation, a romantic getaway…
We created a project Look Book to guide the onsite styling, wardrobe and art direction. Once onsite, VRX photography and creative teams worked within the environment to fully capture the overall resort experience and represent authentic moments of property life.
"I wanted to let you know that we won the Gold Magellan Award from Travel Weekly for the Turquoize Advertising Campaign! Could not have done it without the stunning photography that lent itself to creating our beautiful advertising campaign. My heartfelt thanks and great job, everyone! The hard work and long hours in the hot sun are worth it when the awards come in! Thanks again to everyone for all of their creativity."
Director of Creative Services, Playa Resorts Management
With our first-class review and approval process, the VRX post production team was able to successfully deliver this multifaceted large scale project on time. With a range of additional options captured onsite, the Playa teams were able to over-select from the original plan and curate a comprehensive portfolio of stunning consumable content pieces.
Playa Resorts has utilized this content in a variety of channels including retail sites, digital marketing, resellers sites and brochures, print brochures, digital and social media, print advertising (including New York Times Magazine), editorial, PR, IR, internal development and Online Travel Agencies.
The Hyatt Ziva - Turquoize video also brought home a Magellan Gold award for best promotional video in its category.