HOSPITALITY
MARGARITAVILLE ISLAND RESERVE
Capturing a one-of-a-kind feeling
NAMING • LOGO DESIGN • BRAND STRATEGY • POSITIONING • TAGLINE • B2C MARKETING
Margaritaville Island Reserve is the first all-inclusive resort for the Margaritaville brand. Preparing to open their first property in Riviera Cancún, RDA was tasked with positioning the brand and creating a look and feel that showcased its upscale, elevated offering while retaining the iconic Margaritaville DNA.
Our first order of business was creating a unique positioning. As an all-inclusive resort where guests can spend their entire vacation without leaving the property, we identified that what set this brand apart from all the other ones under the umbrella is that Island Reserve is the most immersive way to experience the Margaritaville life. It’s truly the closest you can get to living the song.
WELCOME TO THE LIMELIFE
Then we got to work coining a name for that one-of-a-kind feeling Jimmy Buffett songs elicit—laid-back but fun-loving; carefree but inspired. From this thinking we arrived at Welcome to the Limelife. The Welcome to the Limelife campaign shows audiences just how Margaritaville does an all-inclusive resort. It may be more luxurious than any other Margaritaville, but its soul is very much intact.
