Client
Mondi City Beach CURAÇAO
Services
Brand Strategy
Design
Marketing strategy
Media placement
Social media
Deliverable
Positioning Mondi City Beach as Curaçao’s Hidden Gem
Challenge
Almost all beach clubs in Curaçao operate with the same formula that we all know: sun, sea, cocktails, happy hours and beautiful sunsets. Modern travelers and the locals on the island are looking for more than just the beachclub classics. They crave spots that look beautiful and trendy, but also have meaning, that feel like a true representation of Curacao.
Strategy
After defining the key target audiences and determining what value Mondi brings to each of them, we developed a new brand foundation for Mondi City Beach. This includes a strong positioning statement, redefined brand values, tone of voice, and visual guidelines. The result of this phase is a practical and inspiring blueprint that guides all creative work and marketing activities moving forward.
Mondi is the answer to the need for a spot on Curaçao where contemporary lifestyle meets the local values of the island. For those who want to immerse themselves in modern Curaçao, with new Caribbean flavors, relaxed luxury, extraordinary people and stylish evenings… there is a hidden gem: “Mondi Beach Club. The taste of Curaçao”.
Execution
We started the rollout of a 360° campaign that portrays Mondi as the hidden gem of Curaçao: a place for those who don’t want everything, but do want the best only. This is the theme that recurs throughout the campaign: You can go anywhere. But you can’t experience Curaçao anywhere else like you can at Mondi.
We developed a campaign with a bold and cheeky tone, while focusing on keeping it laid-back, never too loud. The setting is relaxed, the vibe is on point, the tone is confident. It has flavor, soul, style, and that little bit of attitude.
Results
We strategically placed billboards on places where we can target (cruise-) tourists and locals, placed various ads on Google and Meta, and created a monthly content calendar, providing Mondi with valuable content and a strong content strategy at all times. The result? A distinctive and cohesive campaign that strengthened Mondi’s positioning as a refined lifestyle destination. With strong visual consistency and a recognizable tone of voice, the campaign created stopping power and curiosity, inviting people to discover Mondi for themselves.
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