A Brand New ME From the start, the brand advertising of ME by Meliá, an international chain of boutique hotels and resorts, has hinged on the expression of what we call the ‘Aura’. Defined as ‘the place where the energy of ME meets the energy of You’, the Aura is a metaphor for the essence of the guest experience at…
In our work as the branding agency for ME by Melia & Gran Melia, LGD does not shy away from subtlety… we reject it in a most conspicuous way. We have found that, in certain contexts, subtlety is less effective than ambiguity. Take this ad for ME. While it may not be entirely clear what exactly these two ladies are…
Putting ME in Context. Sin Text The “Evolution” campaign for ME Hotels & Resorts is the third incarnation of the brand advertising. It is perhaps mildly interesting (if you’re having a real slow day) how certain elements of the brand have grown more prominent in the messaging while others have morphed or even, in the case of the copy,…
