Le Blanc Spa Resorts
Le Blanc Spa Resorts is a high-luxury resort brand with locations in Cancun and Los Cabos, Mexico. The brand is positioned around exclusivity and decadence, proudly not allowing children and offering all-inclusive fine dining and top-shelf drinks across its plush, sprawling properties. I led the content direction and created all copies for digital marketing applications, websites, and print materials.
Finding the brand voice for this client was the key to its success. With an overwhelming amount of options in the luxury space, separating them from the competition was my main focus throughout all their creative applications. From a digital marketing perspective, we were dealing with a niche market, and all of the copy I created was based on consumer behavior research of this affluent audience. In the end, we were left with a lasting brand with a voice that sets it apart, while still conveying the sense of exclusivity that it so required.