Brand Strategy and Story
Brand Voice & Tone
Property Design Integration
Social Media Approach
Bespoke North Stars worth navigating by.
When LionGrove, a world class hospitality investment firm, acquired two marquis resort properties in the Caribbean, they turned to GlueIQ, renowned as an impactful travel marketing company, to help them look beyond tired tropical tropes, and identify and express their respective uniqueness.
Both properties were benefiting from the huge findability advantages of master brand Wyndham Hotel and Resorts, but were still indistinguishable among similar properties and performing sub-optimally. And despite impressive rosters of activities and amenities, they lacked the soul beneath to make them meaningful to potential guests. How to market a resort like this meant getting to each property’s bespoke brand story and expression that offers definition and a north star for both internal and external audiences, vendors, space designers, program designers, and food and beverage design, plus a compelling marketing approach with which to grow forward.
Palmas, Puerto Rico’s boho chic oasis
Inspired by LionGrove’s commitment to fearless creativity, we set out to excavate Palmas’ soul from under the weight and noise of its numerous past lives. Multiple meaningless name incarnations had left even local regulars skeptical that it could find its way. We worked to find its truth and its ‘only-ness,’ and repositioned this off-the-beaten-path boutique as a boho chic oasis – a hidden gem that promises a soulful openness to escape, explore and experience beyond the rigor of daily life, where even the locals come to re-find their flow.
The work went from brand and narrative strategy to inspired design that is making its way into property integration through appointments, wayfinding, and space design. Its serving as the foundation for both B2C and B2B marketing initiatives.
Our brand strategy for Palmas inspired not just advertising, but property integration through appointments, wayfinding, and space design.
Redefining Rio Mar to own its storied location
Wyndham Rio Mar, a golf, tennis, and beach resort located in Puerto Rico, came to us self-describing as ‘vanilla’ and, despite its impressive roster of activities, its story lacked any kind of discernable magnetism or unique appeal. As Glue dug into its truths to mine potential opportunities, we learned this: Rio Mar is located at the intersection of a tropical rainforest and the sea – the only such place in the US. The resort is not only an impressive, premium Caribbean property; it is also a unique geographic destination, so we leaned into the lure of this special discovery.
This salient detail around geography inspired a shift in branding and behavior to always represent both elements of the rainforest and the sea – from a logo redesign that graphically signals both, to marketing assets to concept integration in their $1.2B property remodel.
In a sea of Caribbean saturation and tired tropical tropes, Both Rio Mar and Palmas stand on their respective, newfound identities as renowned, collectible destinations for travelers all over the world.
True Colors Shining Through
To signal a sense of place for RioMar between the rainforest and the sea, we created an integrated color palette that captures for guests the spirit of this unique and very special location.