Thanos Group Hotels.
Copy.
Thanos Group Hotels - Capturing the Soul of the Mediterranean Across Four Distinctive Properties
The Brief
How do you maintain distinctive voices for four luxury hotels - primarily located in Cyprus, with one property in Mykonos - each with its own character and clientele, while ensuring a coherent brand family? The Thanos Group needed web copy that honoured each property’s unique positioning while creating a consistent standard of excellence across their portfolio: The Almyra, Amyth, Anassa and Annabelle.
The Strategy (Spine)
Working within the Thanos strategic framework, I brought to life the distinctive character of each property with compelling web copy that captured each property’s distinctive voice while ensuring cohesion across the brand family.
The Voice (Soul)
For each property, I crafted language that reflected its distinctive character while maintaining the overall quality standard of the Thanos Group. This tailored approach manifested across various content types - including property websites, sustainability stories, seasonal campaigns, positioning statements and taglines, landing pages, spa experiences and award submissions.
The Brand Connection (Heart)
Beyond describing luxurious amenities, I created content that forged emotional connections between each property and its ideal guests. This heart-led approach connected sustainability initiatives to guests’ values and desire for responsible travel, linked seasonal offerings to meaningful family traditions and memory-making, positioned spa experiences as journeys connected to the healing heritage of the Mediterranean and presented each property not just as a place to stay, but as an integral part of their location’s experience - whether in Cyprus or Mykonos.
The Impact
The refined web copy reflected a coherent brand architecture while preserving each property’s distinctive appeal. This strategic approach led to strengthened individual hotel identities within a cohesive group framework and consistent quality of expression across all customer touchpoints.
My Role: Brand positoning, web copy development, sustainability story creation, seasonal campaign writing, positioning statement creation, spa experience description writing, award submission development.
In Action: Click the images below to read the full content.
