Secrets Resorts: Leveraging broadcast television and custom content

Secrets Resorts & Spas, a luxury hotel chain, used a partnership with TV network ABC to appeal to affluent women in the US.

Campaign details

Brand: Secrets ResortsBrand owner: AMResortsLead agency: Harmelin MediaCountry: United StatesIndustries: Luxury travelMedia channels: Content marketing, Sponsorship - media, Television

Executive summary

Secrets Resorts & Spas is a luxury resort brand with 15 resorts and spas in Mexico, the Dominican Republic, Jamaica and Costa Rica. The adults-only resorts target upscale travelers, combining unparalleled pampering and pleasure with Unlimited Luxury.

Secrets partnered with US broadcast network ABC in 2017, and built upon the learnings from that campaign with an enhanced campaign in 2018. In addition to two standard ads airing in...

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