Couples, Adverba Hand In Hand

Couples Resort in Ocho Rios, Jamaica, will make a rare foray into mainstream media, launching a $1 million image campaign early next year as it looks to revive its brand in an increasingly crowded all-inclusive package resort vacation category.
The advertising print campaign, which will begin appearing early next year in Bride, New Woman, Self, Travel and Leisure and The New York Times, uses inanimate objects, rather than people, to sell Couples as the resort of choice for, obviously, couples. Tagline: “Couples. It takes two.” The ads break in the travel press next month.
The 20-year-old resort, which offers one-price all-amenities-included vacation packages, is trying to better engrain its brand in a crowded market as it expands its inventory. Couples Resort is planning to open its second Jamaican vacation facility next summer.
The advertising campaign employs objects, rather than typical shots of happy people, to appeal to multiple age and race demographics with icon-esque images. Print ads center around intertwining objects, such as palm trees, champagne glasses and “hand-holding” starfish, looking to attach the brand to the idea that “when two people start dating, their lives become intertwined,” according to Karol Burch, creative director at Adverba.
The photographic images in the print ads are intended to evoke the Caribbean (palm trees), matrimonial bliss (champagne glasses) and snorkeling and diving (starfish) as hinted at by headlines for each. The palm tree execution, for example, carries the line, “A week here can make up for all the others,” or for the starfish ad, “There must be something in the water.”
The Miami-based agency won the destination’s advertising account in August.
Couples Resort represents the first major client for Adverba, a spin-off of an agency in Frankfurt, Germany.
–with Katy Eckmann