brand positioning document
TRANSCRIPT
BRAND POSITIONING DOCUMENT
EXPLORE BREATHLESS RESORTS & SPAS
Take a Peek at What’s to Come…
• The Perfect Client• Demographic Information – Slide 5
• Psychographic Information – Slide 6
• Brand Concept• Brand Selling Points – Slides 8 - 11
• Secrets vs. Breathless – Slide 12
• Restaurants & Bars – Slide 13 - 17
• Join the Party!• Monthly Events – Slide 19
• Theme Events – Slide 20
• Selling “Seduction”• Breathless Packages and Promotions – Slide 22
• Social Media – Slide 23
EXPLORE BREATHLESS RESORTS & SPAS
BREATHLESS RESORTS & SPAS – LIVE BIG. BREATHE DEEP.™
Welcome to the party! Breathless Resorts & Spas offer adult-only oceanfront vacation experiences in
spectacular beachfront settings for the sophisticated and social traveler. Focused on a social, club-like atmosphere
with an elevated focus on energy, nightlife and themed events, Breathless Resorts & Spas are the perfect social
setting to mix, mingle and meet new people from around the world. Its unique, vibrant atmosphere, characterized
by spirited activities, live music, nightly performances and entertainment, and special weekly and monthly themed
events, creates the hottest beach scene in Mexico and the Caribbean for singles, couples and friends.
In addition to its captivating atmosphere, Breathless Resorts & Spas boast luxe and modern accommodations and
a high-end dining and drinks experience. Specialty-themed restaurants feature communal tables and unique
culinary experiences while trendsetting bars and lounges serve top-shelf spirits and handcrafted cocktails. At
Breathless Resorts & Spas, guests will revel in elevated levels of service, personalized attention and world-class
spas as well as the contemporary and luxurious inclusions of the Unlimited-Luxury® experience, where everything
is included.
THE PERFECT CLIENT
DEMOGRAPHIC & PSYCHOGRAPHIC
OVERVIEW
DEMOGRAPHIC INFORMATION
• Ages 25-50
• Household income $100K -150K+
• Couples, Singles, Friends, LGBT, Solo
travelers, Social Groups
FOCUS OUTREACH ON:
PSYCHOGRAPHIC INFORMATION
• Early adopter, has a very social and gregarious personality and enjoys meeting other people while on vacation
• Has disposable income but wants to get great value for his/her spend
• Wants to pay once and not worry about additional spend (i.e. all-inclusive)
• Wants luxury but also wants an experience
• Appreciates the finer things in life, such as gourmet dining, top-shelf spirits, transcendent spas and high quality entertainment
• Wants to celebrate major milestones: Bachelorette/Bachelor, Wedding, Milestone birthdays, Couples trips, Reunions, Divorce parties, Adults-only weddings
• Influenced by recommendations
• Enjoys pushing the envelope
GUESTS ARE LOOKING FOR:
BRAND CONCEPT
Live Big. Breathe Deep.™
BRAND SELLING POINTS
LIVE BIG: • The hottest scene in Mexico & the Caribbean
• Club-like, energetic atmosphere, i.e. Las Vegas meets
South Beach
• High energy events with new themes every month
• Elevated weekly entertainment and parties including
world-famous DJs
• Late-night pool parties for after dark fun
• Hip energy centers for socialization
• Mix & mingle at trendsetting bars and lounges
• Unlimited hand-crafted cocktails and premium
spirits
• Unique culinary experiences
BRAND SELLING POINTS
BREATHE DEEP:• Luxe accommodations with trendy
interiors
• Sparkling beaches and relaxation
pools with wait service
• 24 hour room service - all day, all
night
• Full-service Breathless Spa by
Pevonia®
• Personalized concierge service
• Romantic hideaways for private
dinners
• Limitless access to gourmet à la carte dining options without
reservations required
• Unlimited international & domestic top-shelf spirits
• Unlimited natural fruit juices and soft drinks
• 24-hour room & concierge services
• Pool and beach wait service
• Daily refreshed mini-bar with soft drinks, juice, bottled water
& beer
• Daily maid service
• Endless daytime activities and live nightly entertainment
• Theme parties, oceanfront bars and entertainment venues
• Free Wi-Fi and free international calling currently available at
select properties
• No wristbands required
• All taxes and gratuities included
UNLIMITED-LUXURY® FOR THE
SOCIALLY SOPHISTICATED ADULT
XHALE CLUB
Breathless Resorts & Spas offer the xhale club, which
offers guests a higher level of service and upgraded
suites in premium locations as well as the following
enhanced amenities:
• Private xhale club lounge
• Elevated status and amenities
• Concierge service
• Daily continental breakfast service in the lounge
• Afternoon hot and cold hors d’oeuvres in the
lounge
• Exquisite desserts & fine liquors in the lounge
• Pillow menu
• Complimentary newspaper in room every day
(English or Spanish)
• Upgraded mini-bar service
• Upgraded bath amenities
SECRETS VS. BREATHLESS
Unlimited-Luxury®
Adults-only
Upscale
accommodations
Elegant amenities &
services
• Social
• Trendy & vibrant
• Entertainment focused
• Ideal client: Singles, couples,
friends & groups
• Bachelor/bachelorette parties
• Activity highlight:
Party Calendar with weekly
parties and monthly themes
• Intimate
• Classic & serene
• Ideal client: Couples, romantic getaways
• Focus on romance
• Romantic & scenic dining
• Activity highlight:
World-class Spas
Secrets Resorts & Spas and Breathless Resorts & Spas are AMResorts’ two adults-only brands offering the
Unlimited-Luxury® experience. These are the key differentiators between each brand:
Breathless Resorts & Spas • Brand Concept
RESTAURANTS, BARS & LOUNGESOffering unique culinary and beverage experiences at trendsetting à la carte and buffet restaurants and chic bars &
lounges. Gourmet restaurants serve an assortment of cuisines, such as Eastern Mediterranean, where no reservations are required. Bars and lounges serve unlimited premium spirits and hand-crafted cocktails, providing guests the
opportunity to mix and mingle.
The Nook* is open 24-hours to provide guests food at any time throughout the day. As an alternative, guests can enjoy gourmet cuisine at all times from the comfort of their rooms with 24-hour room service.
CONFIDENTIAL
RESTAURANTS
Tapas & Small Plates Italian Cuisine Greek, Lebanese & Turkish
Cuisine
International Cuisine Seafood Grill French Cuisine
CONFIDENTIAL
Coffee House & Snacks
High-end Dining Experience Pan-Asian Cuisine Popular Latin American
Cuisine
Steakhouse & GrillMexican Restaurant
CONFIDENTIAL
RESTAURANTS
BARS & LOUNGES
Lobby Bar Seaside Bar Pool Bar
Swim-Up Bar Spa & Juice Bar Specialty Cocktails
CONFIDENTIAL
BARS & LOUNGES
VIP Club & Lounge Night Club Theater Bar
Pool Bar & Entertainment ZoneRooftop LoungeChampagne Bar
CONFIDENTIAL
JOIN THE PARTY!
PARTY CALENDAR
SEDUCTIVE SOIREES, EVENTS, AND MORE…
Breathless Resorts & Spas are the meccas of entertainment bringing you exhilarating monthly themes for a one-of-a-
kind non-stop party atmosphere.
JANUARY Party Like A Rock Star
Silent discos, karaoke, and rock-themed
parties
FEBRUARYCarnival Festival of Colors
A celebration with parades, color, live
music, sexy salsa and more!
MARCHFashion Frenzy
Party with lingerie cat walks and evening
fashion shows
APRILPJ’s & DJ’s
Dress in your sexy PJ’s and dance to live
DJ’s
MAYBacchus Welcomes Summer
Welcome summer with Roman
wardrobes and wine tastings
JUNEFlower Power Month
70’s themed parties, body painting and
freestyle dance classes
JULYAll-American Pie
Beach BBQ’s, bikini contests, American
music & dance shows
AUGUSTHottest Month of the Year
Cool off with pool parties, foam
parties and more
SEPTEMBERThe Planet’s Sexiest DJ’s
Live performances from the world’s
sexiest DJs every weekend
OCTOBEROktoberfest | Halloween
Party with German cuisine, beer
tasting and Halloween events
NOVEMBERThanksgiving Feast
Thanksgiving-themed events, fire dances,
spirit readings and canoe rides
DECEMBERNew Year’s Party
Live DJ’s, dancing and themed NYE
parties
THEME PARTIES
It’s a non-stop party!
Every night of the week, Breathless Resorts &
Spas feature themed events, entertainment and
parties. Events vary by resort, examples include:
• Glow Party
• Pirate’s Night
• Blacklight Pool Party
• Karaoke Night
• Lingerie Party
• Masquerade
• Mega Dance Party
• Sensuality Show
• Gatsby Party
SELLING “SEDUCTION”
ENTICE THE PERFECT CLIENT
BREATHLESS PACKAGES & PROMOTIONS
BACHELORETTE PARTY
Breathless Resorts & Spas offer packages for major milestone celebrations and life events.
PAWTY PUPS 3’S A PARTY
AND MORE!
• Breathless Birthday
Bash
• Last Call Bachelor
Party
• Untying the Knot
• Single and Ready to
Mingle
• Get Bold or Bubbly
SOCIAL MEDIA: VIRAL VIDEO
153 MillionImpressions
23,210New Visitors to
BreathlessResorts.com
21,576Social Media Likes, Shares &
Favorites
6.6 MillionViews
25% in 6 daysIncrease in traffic to
BreathlessResorts.com
EVOLUTION OF THE BIKINI WITH AMANDA CERNY