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Secrets Resorts & Spas First TV Campaign Bets on Mix of Luxury and Passion to Bolster its Position as the Top Choice for Romantic Getaways

PHILADELPHIA (May 11, 2016) — AAdults-only Secrets® Resorts & Spas announced the debut of its first TV campaign, titled “Make A Secret.” The ads were designed to highlight the perfect marriage of romance and luxury every couple enjoys at the brand’s more than 15 resorts. The two, 30-second spots will be strategically released in top regional markets throughout the month of May. A national launch, including integrations with some of the highest-rated shows in the U.S., will follow later in the year to support the winter holiday travel season.

“Weddings, honeymoons, anniversary trips…These are very important occasions in couples’ lives that have the power to set the tone for their relationships for many years to come,” said Erica Doyne, Senior Director of Marketing for AMResorts. “The Secrets brand was built with romance in its soul, which this campaign perfectly captures.”

In a nod to the brand name, the spots focus on the idea of secrets between lovers, some of which may be too intimate to share with others and turn simple questions like “How was your vacation?” or “How was your honeymoon?” into loaded questions. As featured in the ads, when asked these questions, couples’ sensual memories from their honeymoon or romantic escape to Secrets Resorts & Spas flood their minds and an overwhelming feeling of satisfaction takes over their bodies. Their silence, wide eyes and smiles say the rest.

From the upscale settings and the décor to the fashion choices, the brand’s signature vacation concept, Unlimited-Luxury®, is also front and center.

“We put a lot of emphasis on the styling to match the elevated Secrets brand experience. Couples should really be able to fantasize about their vacation and understand that luxury is an element of romance,” added Doyne.

The integrated campaign will also be leveraged across digital platforms, through public relations and on-property activations. Guests who book their luxurious Secrets Resorts & Spas getaway now through May 31, 2016 for travel through December 22, 2016 will receive complimentary “Make A Secret” amenities including:

  • Welcome bottle of sparkling wine & fresh fruit
  • Mimosa breakfast in bed
  • Romantic turndown service
Consumers may also enter to win a free four-night, romantic escape for two when they share their secrets online at SecretsResorts.com/MakeASecret.

For more information, to book and to watch the new TV spots including the full length feature version, visit SecretsResorts.com/MakeASecret. Follow hashtag #MakeASecret to join the conversation on social media.


About AMResorts

AMResorts is the fast-growing provider of sales, marketing and brand management services to six individually unique resort brands. The Philadelphia-based company is continuously raising the all-inclusive concept to a new level of luxury with its signature Endless Privileges®, Unlimited-Luxury® and Unlimited-Fun® programs. Located throughout Mexico, Jamaica, Curacao, St. Thomas, Dominican Republic and Costa Rica, AMResorts’ nearly 40 award-winning properties treat every guest to premium accommodations, desirable locations and extraordinary inclusions. The brands in the collection include: boutique Zoëtry® Wellness & Spa Resorts (www.zoetryresorts.com; 1-888-4-ZOËTRY); adults-only Secrets® Resorts & Spas (www.secretsresorts.com; 1-866-GO SECRETS); high-energy Breathless® Resorts & Spas (www.breathlessresorts.com; 1-855-65-BREATHE); family-friendly Dreams® Resorts & Spas (www.dreamsresorts.com; 1-866-2-DREAMS); vibrant Now® Resorts & Spas (www.nowresorts.com; 1-877-NOW-9953) and fun-filled Sunscape® Resorts & Spas (www.sunscaperesorts.com; 1-866-SUNSCAPE). Images, logos and informational material about the AMResorts Collection of brands and properties are available at www.amresorts.com/mediasite.

About Apple Leisure Group

Philadelphia-based Apple Leisure Group® is a leading hospitality company holding a unique niche in the U.S. travel industry. Its vertically integrated business model and robust infrastructure leverages the expertise of six innovative subsidiaries to deliver exceptional value to savvy travelers and strong resort performance to owners. ALG’s award-winning subsidiaries include: Apple Vacations®, the world’s largest tour operator to Mexico and the Dominican Republic; Travel Impressions®, a prominent U.S. wholesaler possessing an extensive global portfolio; CheapCaribbean.com®, a popular online travel agency specializing in luxury vacation packages and resort accommodations in Mexico and the Caribbean; AMResorts®, provider of marketing and brand management services to six luxury resort brands; Amstar DMC®, a destination management company offering premium airport transfers, tours and excursions; and Unlimited Vacation Club®, AMResorts’ popular guest loyalty program for discerning travelers

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