Hotel & Resort
·
All-inclusive · Dominican Republic & Mexico
·
Digital & social campaign
With more than 100 resorts worldwide, Barceló is a vacationer’s dream — resorts and activities for every kind of traveler. To get U.S. consumers seeking a premium, all-inclusive beach vacation to put Barceló at the top of the consideration set, we built “Barceló Is Calling You” — a digital and social campaign that drove engagement, leads, and seasonal bookings across the brand’s Dominican Republic and Mexico properties.
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Client
Barceló Hotels & Resorts
Markets
Dominican Republic, Mexico
Scope
Campaign creative, landing pages, paid & organic social, contests, offers
Position
U.S. premium all-inclusive vacation seekers
The brief
Barceló needed to compete for U.S. travelers shopping a crowded all-inclusive category — one where consumers compare resorts side-by-side across Expedia, Hotels.com, TripAdvisor, and a long tail of OTA and meta channels.The opportunity wasn’t awareness; the brand had it. The opportunity was getting Barceló into the short list, then converting that consideration into bookings during the windows that matter most: shoulder and low season for the Dominican Republic and Mexico portfolios.
We treated the work like a media-driven product launch. A new campaign idea, a new creative system, a campaign site engineered for booking inquiries, and a media plan aimed at the savvy family traveler — an audience that researches across five or six sites before booking — on the channels they use to decide.
What we did
“Barceló Is Calling You” gave the brand a single, ownable line and a creative platform that flexed across property, season, and traveler type — from adventure seekers to families to couples on a quiet getaway.
- Campaign creative. Fresh video and image content, social-native formats, display, and digital OOH — produced in English and Spanish.
- Custom landing pages. Property-level offers, a booking inquiry form, and a clean handoff to Barceló’s booking flow.
- Paid social. Facebook and Instagram, targeted to U.S. all-inclusive travelers using first-party and third-party data, with channel mix tuned by source market.
- Organic social. A content cadence on Barceló’s owned channels designed to engage and re-engage warm audiences across the booking window.
- Contests & offers. Social media contests and special offer mechanics that captured leads and seeded retargeting pools.
- Programmatic display & video. Reach against in-market vacationers across premium publishers, with creative variants tuned to property and offer.
Selected work
Creative · Campaign
Campaign creative.
Big idea, big creative, produced in English and Spanish for the all-inclusive shopping moment.
Web · DTC booking
Property pages and booking flow.
Direct-booking pages tuned to compete with OTA-priced inventory.
Media · Occupancy
Low- and shoulder-season media.
Audience-tuned paid social, display, and video aimed at the windows that needed filling.
The results
$3.6MM
Attributed booking revenue across Dominican Republic and Mexico properties.
1,945
New bookings at a $1,898 average booking value.
2×
Click-through rate vs. the Barceló display benchmark, across 30MM+ impressions.
2.9MM
Users reached across paid social, with 40.8k clicks and 9,987 interactions.
2,100
Lead captures into the brand’s CRM for ongoing seasonal remarketing.
30MM+
Digital display impressions against in-market all-inclusive travelers.
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Why it worked
The campaign worked because the audience was tightly defined: the savvy family traveler who books premium all-inclusive at average age 40, household income around $141K, married with kids, researching across Expedia, Hotels.com, TripAdvisor, and Priceline before a single click hits Barceló.com. We met that audience on the channels they use to decide, in the windows that matter for low- and shoulder-season demand, with creative aimed at booking inquiries instead of impressions.
The work primed the pump for the Dominican Republic and Mexico portfolios during the season Barceló most needed it. Direct revenue. New leads in the CRM. Reusable creative system the brand could redeploy.
Next case
The Reef Beach Resort
All work
What's next
Then let's plan to get there.
