Sol Hotels & Resorts

The Holiday makers

"Cubo aligned all of our Sol brands from both a strategic and creative perspective, and are now embarking on a consumer facing ATL campaign. They always challenge us and have developed some incredibly fresh and inspirational creative thinking and solutions"

Tony Cortizas
VP Global Brand Strategy at Melia Hotels International

Creating a masterbrand to excite consumers and inspire internal teams around the world.


We were tasked with developing a masterbrand for Sol Hotels which needed to encompass three very different hotel concepts; Sol Hotels - for energetic family get-aways, Sol House – for dancing, DJ’s and pool parties, and Sol Beach House – relaxed and chic tranquility for couples and friends. Our work had to be compelling whilst being true to the existing consumer experience, and of course deliverable by staff.

Brand Reality

Most UK families and couples only get one or two holidays a year and they want to get it right. The unifier for these audiences is that when they go on holiday to a resort, they’re looking for them to go the extra mile and ensure all their needs are taken care of. We had to articulate this offer to both consumers and an international team spread across multiple regions, in a way that not only made sense but also was inspiring and exciting – not easy.


We developed a new masterbrand idea to communicate both internally and externally - Sol are the holiday makers. We took this unifying proposition, developed a distinct tonal and visual character for each concept, and rolled it out across a suite of trade facing comms, UK consumer brand and response advertising, tactical in-market executions and consumer facing collateral.