Early on, all-inclusive resorts in tropical locations, like Couples, were the “it” vacation. But as they multiplied, a quantity over quality formula left them looking and sounding tired, cliched and uninspiring.

With targets set on a younger, more energetic customer, we saw an opportunity to recast Couples Resorts as an aspiration. High fashion. High style. Of the moment.

The message? Couples that play together, stay together.

With this nudge in the right direction. Bookings soared to 100% occupancy.