Sol Meliá to Launch Ad Campaign Aimed at Meetings Market

Sol Meliá Hotels & Resorts said it will launch a new advertising campaign in September aimed specifically at attracting a larger share of the meetings and conventions market to its 330 hotels worldwide.

Sol Meliá was expected to preview the ads at the National Business Travel Association convention, being held in San Diego Aug. 14 to 17.

The black-and-white campaign, which includes print ads set to run in travel trade publications, features models in housekeeping, bellman and room service uniforms striking dramatic flamenco poses as they perform daily hotel service functions, Sol Meliá said.

The campaign, according to the hotel chain, represents a bold effort to better establish the Meliá brand among North American travel segments as it begins to expand its presence in the U.S.

"By blending the concept of flamenco with familiar hotel guest services, the creative execution of these ads embraces our Spanish heritage, while spotlighting the passion we share for consistently delivering exceptional service, which is reflected in every aspect of the Meliá guest experience," said Ronald Roy, vice president of marketing and distribution, Sol Group Corp.