Background
For several years, I was responsible for the digital marketing communication of the AR Hotels & Restaurants group, overseeing the visual direction of its diverse portfolio of hotels, restaurants, and hospitality experiences. The group ranges from luxury hotels and resorts to camping destinations, while also operating several renowned restaurants, including Michelin-starred and Repsol-awarded venues.

Project Overview
My role focused on shaping a consistent and engaging digital presence across the group's brands. I was responsible for newsletter design, social media communication, and providing creative support for digital campaigns, ensuring that every touchpoint reflected the distinct personality of each property while remaining aligned with the overall brand identity.

A key part of the project involved developing a segmented email marketing strategy. We designed modular newsletter templates for different audience groups, which were implemented by the development team, while campaign-specific and seasonal newsletters were created individually to support promotions, events, and special occasions throughout the year.

Another major responsibility was defining the art direction for each social media account. Every hotel and restaurant required its own visual identity, balancing consistency with individuality. This included establishing colour palettes, photography style, image quality standards, content direction, and overall visual storytelling tailored to the character of each brand.

Results and Impact
The project resulted in a cohesive digital ecosystem across multiple hospitality brands, strengthening their online presence while allowing each destination to communicate with its own unique voice. The combination of targeted email marketing, consistent social media art direction, and campaign support created a recognisable and premium customer experience across digital channels.

The portfolio included four of the region's most acclaimed restaurants, each with a distinctive identity. Among them were the Michelin-starred and Repsol-awarded BEAT and Audrey's, the Michelin-starred Komfort, and the Repsol-awarded Mare. Developing tailored visual communication for these premium hospitality brands required a refined approach that balanced elegance, storytelling, and commercial effectiveness.