Mayakoba
Evolving Mayakoba into a globally recognised lifestyle destination.
Background
Mayakoba is an iconic luxury destination uniquely positioned in the heart of Mexico’s Riviera Maya. Its legendary lagoon connects four world-class hotel resorts with a magical myriad of waterways, nature trails, and 595 acres of lush mangrove forest set behind one mile of Mexican Caribbean beach paradise.
However, to date, Mayakoba has not been intended as a consumer-facing destination brand, but instead the destination badge for each of its four legendary resorts that sit within it – Rosewood, Banyan Tree, Fairmont and Andaz. Boldspace was tasked with turning Mayakoba into a place people talk about, and taking its already iconic, magical warmth to a global consumer audience.
Energising the guidelines
We conducted a deep strategic process to devise a new purpose, mission, vision, values, full brand and web copy – and a new inspiring strapline: ‘flow freely, roam wildly, live fully’. We then built on the existing visual identity, adding a new rich, vibrant colour plate, image guidelines and advertising style guide.
Digital display
Our creative advertising framed Mayakoba in a unique way, using a scale of drone visuals all the way into intimate close- ups to allow prospective guests to gauge the wider context of a beautiful lifestyle ‘led by the lagoon’, but also understand the stunning intricacies and personal detail that the destination offers.
Photography and Film
We conducted a complete photography and film shoot across the destination, and its four resorts – capturing everything from fashion, lifestyle and culture, to resort specific property and room category shots.
Our hero Mayakoba brand film takes our audience on a breathtaking journey of wild nature and a way of life led by the lagoon, glowing with joy and a blissful warmth.
Organic social
We created a series of beautiful organic posts and vignettes to relaunch the brand led by the new values of Flow, Protection, Enrichment, Community and Magic.
Paid social
For our paid social we played with emotional perspective. At a sprawling resort like Mayakoba, context of the landscape and your surroundings is everything; but so too is the intimate, personal moment which each experience creates. We wanted to show it all.
‘I am consistently impressed with Boldspace’s strategic thinking and their ability to turn insights into unique and distinctive creative solutions across both brand design and creative advertising. They are a truly passionate team with wonderful expertise in the luxury travel and hospitality space, and on top of that are fun to work with. I would highly recommend them.’
Kappner Clark
Chief Marketing Officer