MEXICO CITY, (October 11, 2016) – With its vibrant culture and stunning seaside locales, Mexico continues to allure international travelers and today, La Colección makes its debut to raise the bar even further. Grupo Posadas, the largest hotel operator in Mexico, unveils La Colección, a newly envisioned brand that embodies a portfolio of the group’s coveted resorts set in Mexico’s most sought-after beach destinations. Previously known as Fiesta Americana Resort Collection, La Colección currently includes 12 resorts spread throughout Cancun, Riviera Maya, Los Cabos, Acapulco, Puerto Vallarta, Playa del Carmen, Cozumel and Kohunlich in Chetumal.
“La Colección personifies authentic vacation experiences that celebrate the best of Mexico while catering to the unique and diverse desires of travelers,” explains Enrique Calderon, Chief Operation Officer for Hotel Division, Grupo Posadas. “Our intention is to build upon our well-known and established brands in Mexico, propelling into the U.S. market with a new brand that encompasses all our beach resorts under one name. We feel that La Colección resonates with our audiences and appeals to a broad range of travelers,” he added.
For this new vision, Grupo Posadas enlisted the expertise of R&R Partners who developed the creative rebranding that positions La Colección as the Mexican resorts where travelers can realize their dream vacation. "Our research shows that each traveler's dream of Mexico is unique," said Scott Murray, Group Creative Director. "The promise of this brand is to bring each one of those dreams to life. It's not just the destinations or the properties – it's the devotion, the pride and the culture of the people at La Colección that truly make each vacation special. That's the story that only this brand can tell."
The first campaign for the brand showcases Mexico’s most beautiful and authentic experiences, while also highlighting the warm culture and genuine hospitality of the hotels’ staff. The campaign also features stunning digital and print imagery that melds lifestyle photos accented with iconic, Mexican-inspired background patterns, reminiscent of a Mexican mandala – a perfect reflection of the offering at each property. Travel partners and consumers can explore La Colección further via the website www.lacoleccion.com.
La Colección, which means the collection in English, distinguishes Grupo Posadas’ beach resorts apart from their other 200 properties set throughout Mexico. Under the subcategories of Luxury, Bonding, Lifestyle and Active – this dedicated portfolio allows travelers to easily select a dream vacation based on their unique preferences. La Colección features a variety of vacation options ranging from family-friendly and adult-only all-inclusive to exclusive European plans. Each one of the 12 properties have a unique offering and are designed to appeal to different needs, whether guests are looking for luxury experiences, a time to bond with their loved ones, an active experience to expand their horizons or a lifestyle vacation that offers a full sensory experience. Properties under La Colección include:
- Live Aqua Cancun All Inclusive Adults Only
- Lat20 by Live Aqua Playa del Carmen All Inclusive Adults Only
- Grand Fiesta Americana Puerto Vallarta All Inclusive Adults Only
- Grand Fiesta Americana Coral Beach Cancun
- Grand Fiesta Americana Los Cabos All Inclusive Golf & Spa
- Fiesta Americana Cozumel All Inclusive
- Fiesta Americana Condesa Cancún All Inclusive
- Fiesta Americana Puerto Vallarta All Inclusive & Spa
- Fiesta Americana Villas Cancun
- Fiesta Americana Villas Acapulco
- The Explorean Cozumel
- The Explorean Kohunlich
La Colección will continue to grow within Mexico and abroad in the next couple of years with the inauguration of Grand Fiesta Americana Acapulco Diamante, and the rebranding of the new Live Aqua Boutique Resort in Playa del Carmen. The brand’s lifestyle brand, Live Aqua, will also be expanding internationally with the development of five Live Aqua properties in the United States in the metropolitan areas of Chicago, Los Angeles, Miami, Houston and Washington D.C.
