Blue Seas Resort and Spa launched in 2008 in response to the changing market in Puerto Vallarta. The new brand was positioned to answer an increasing demand for quality and considered accommodation services focused on the gay and lesbian traveler.
The resort group contacted Mijo! Brands in order to redevelop the strategy in response to a subdued response from its target audience shortly after launch.
While many different customer segments share many of the same aspirations, the messages that are developed for brand and advertising communications need to be tailored to the realities of the target audiences lives. Blue Seas had a strong concept, but needed help in addressing the LGBT community in a way that was authentic and believable. We simply took the existing elements and added a little flair and style in an honest and respectful way, explains Daniel Gomez, partner at Mijo! Brands.
Mijo! Brands worked closely with the management team at Blue Seas over a 4 month period to articulate a brand strategy and positioning that attracted a new customer base while considering the needs of existing clients.
In addition, the brand and advertising agency refreshed the existing identity, created a North American marketing plan, and developed new advertising concepts for the group.