SOL HOTELS & RESORTS

LET YOUR SOL SHINE

“We pride ourselves on offering our guests a tailored experience, whether they’re staying in a Sol House, Sol Beach House or one of our Sol Hotels. Our key challenge was to create a master brand campaign that could work strategically across all of our hotel concepts. Cubo delivered this perfectly with ‘Let your Sol shine’. Cubo Group, our lead creative partner, not only helped us develop a distinctive brand ID last year, but they’ve now translated this into a really strong integrated approach across all of our advertising channels”.

Tony Cortizas
VP Global Brand Strategy at Melia Hotels International

CREATING A BIG BRAND RESPONSE IDEA TO INSTIL A FEELING OF JOY.

BRIEF

We were asked to create an original and distinctive big brand response idea for Sol Hotels & Resorts, which establishes an emotional connection and has a memorable call to action. Sol takes a 'product extension' approach to their portfolio, with descriptors for each of their concepts, and the biggest challenge of this brief was to make the core brand mean something.

BRAND REALITY

This is mass-market travel and our audience pool is quite large. Sol Hotels is the bulk of the business and footprint, and has been around longest. Most new customers outside of Spain don't know much about the brand. We have 3 distinctive hotel concepts within the portfolio, each with a different strategic audience target, and we needed to demonstrate these to both travel trade and potential holiday-goers across Europe, whilst still linking them together as a collective offering.

RESULT

We developed a new campaign idea - 'Let your Sol shine', designed to instil a feeling of joy and remind people how they feel when they are on holiday. Each piece showcases the different audiences across the different concept offerings and features sunrays shining through from the background of the scene. This visual metaphor for our inner joy bursting out, which is rooted in the brand's name, also acts as a memorable call to action. The campaign will feature across outdoor, press, online, social and in-hotel in the UK and Europe.

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