The Challenge for the ocean club
The Ocean Club in Sosua, Dominican Republic was being renovated and reopened as part of Marriott’s prestigious Luxury Collection. While the five-star property featured a spectacular collection of suites, indulgent food and beverage and a L’Occitane Spa, it was located on the little-known North Coast, or Costa Norte. We were tasked with telling the property’s distinct story while staying true to the Marriott brand.
OUR approach
In-depth research, including first-person interviews and competitive analysis, led our team to a powerful, ownable positioning for The Ocean Club. A refreshed brand identity, messaging strategy and experience blueprint celebrated the inherent contrasts of a luxury island escape on the rugged, adventurous Costa Norte.
The Results
Our positioning and strategy carved out a unique place for The Ocean Club in the minds of luxury travelers seeking an experience that is curated but not over-calculated. Inspired by the positioning line indulgence, unspoiled, our efforts introduced Costa Norte and The Ocean Club as the perfect complement to other Luxury Collection properties.