The Hard Rock All Inclusive Collection wasn’t afraid to break the mold when they created their resorts.

Now let’s take to the airwaves to show people how to vacation like rockstars live.

We started with a mantra that held true to the Hard Rock master-brand ethos, while at the same time allowing us to create something unique for this collection of resorts.



Our rally cry of “ALL DAY. ALL NIGHT. ALL INCLUDED, allowed us to be Rock & Roll, while showing the crystal blue water, beaches, pools and other amenities that vacation planners and travlers demanded seeing.



That attitude lived in everything from names for events, on-property amenities, and entire programs at the property and brand level.


Traditional print and video drove the show. Design work and collateral brought the attitude to life in everything from logos, to brochures, to invites, to awards.



Traditional print and video drove the show. Design work and collateral brought the attitude to life in everything from logos, to brochures, to invites, to awards.


Emails were converted to a newsletter-style, allowing readers to interact on their terms. Landing pages were also developed to tell of the resorts’ deeper propositions that required further explanation.


Finally, social posts spun little tales of what it’s like to stay, and a series of YouTube and other natively-posted social videos covered all aspects of the resorts – including weddings, the culinary experience, partnerships and events, all using existing assets and brand photography.




...and a series of YouTube and other natively-posted social videos covered all aspects of the resorts – including weddings, the culinary experience, partnerships and events.

Travel Agents account for a considerable amount resort business. So Hard Rock threw down a challenge: make them the talk of MLT - the premier travel trade show the US.

The year Hard Rock opened thier resort in Riviera Maya we decided to have a little fun with a pretty recent world event. We then carried the theme over to advertising and posters in and around the show.




The trade show also had a few other surprises - actual Mayans, a sacrifice pit where agents could offer competitive collateral to the vacation gods for chance to win a trip to the new property, and Hard Rock’s version of the Mouth of Truth, where the brave were rewarded.

The theme and booth where hits. Brochures and other printed material from all over the show were “sacrificed.” And best of all, other resorts requested to be located AWAY from Hard Rock the follwoing year, as the crowd and lines blocked access to their booths. Mission, accomplished.