Margaritaville Island Reserve
I developed a campaign to launch the new Margaritaville Island Reserve: luxury, all-inclusive resorts where it’s 5 o’clock always. The challenge was to marry the laid-back Margaritaville brand you know and love with a more elevated feel.
I wrote a messaging strategy for the brand and campaign, including a manifesto:
Escape is more than getting away. It’s returning to who you are. It’s a chance to reset your mindset, leave your worries in your carry-on and dust off that hard-earned License to Chill. So, let’s trade in your 9-5 for an eternal 5 o’clock. Just sit back, relax and settle into your inner paradise.
Because that’s why you’re here. To taste the salt in the air through the sun-kissed smile you almost forgot you could make.For craft cocktails. By the pool. And remembering why you’re friends in the first place.For humming along to the strum of the guitar. Quoting lyrics with newcomers at the bar. Dozing off in your Swim Up suite. After a long day of letting go.This is who you are. This is where you belong. This is your escape to something greater.
Click here to view full messaging strategy.
I wrote the copy for the Margaritaville Island Reserve social campaign. Click here to view the campaign in its entirety.
I also wrote the Margaritaville Island Reserve Riviera Cancun website. Click here to browse.