Meliã Hotels & Resorts was looking for a way to reach more industry professionals, as well as help showcase and drive awareness to Meliã Caribe Beach Resort and Meliã Punta Cana Beach Resort’s resort offerings and amenities in a unique way that would educate, wow and bring them a taste of the Dominican Republic.
Because Meliã was competing in a crowded space, Alliance Connection was tasked with helping them to stand out by sharing their story in a way that would encourage attendees to become brand ambassadors and thereby drive sales.
Rather than create a normal travel roadshow, Alliance Connection concepted a premiere, turnkey event that maximized their budget and best positioned Meliã through immersive brand activations, product unveilings, surprise and delight moments, exclusive attendee offerings and interactive educational elements throughout each phase of the event.
Alliance Connection also booked, coordinated and produced every element of the event and secured incredible entertainment. And in a 360° marketing approach, travel professionals, industry partners and media were all included to give them the opportunity to expand their portfolios within the travel space and network. This unique exposure for Meliã created an engaging and memorable experience that resulted in over $1 million in media value for the brand.