BRAND POSITIONING DOCUMENT

EXPLORE BREATHLESS RESORTS & SPAS

Take a Peek at What’s to Come…

• The Perfect Client• Demographic Information – Slide 5

• Psychographic Information – Slide 6

• Brand Concept• Brand Selling Points – Slides 8 - 11

• Secrets vs. Breathless – Slide 12

• Restaurants & Bars – Slide 13 - 17

• Join the Party!• Monthly Events – Slide 19

• Theme Events – Slide 20

• Selling “Seduction”• Breathless Packages and Promotions – Slide 22

• Social Media – Slide 23

EXPLORE BREATHLESS RESORTS & SPAS

BREATHLESS RESORTS & SPAS – LIVE BIG. BREATHE DEEP.™

Welcome to the party! Breathless Resorts & Spas offer adult-only oceanfront vacation experiences in

spectacular beachfront settings for the sophisticated and social traveler. Focused on a social, club-like atmosphere

with an elevated focus on energy, nightlife and themed events, Breathless Resorts & Spas are the perfect social

setting to mix, mingle and meet new people from around the world. Its unique, vibrant atmosphere, characterized

by spirited activities, live music, nightly performances and entertainment, and special weekly and monthly themed

events, creates the hottest beach scene in Mexico and the Caribbean for singles, couples and friends.

In addition to its captivating atmosphere, Breathless Resorts & Spas boast luxe and modern accommodations and

a high-end dining and drinks experience. Specialty-themed restaurants feature communal tables and unique

culinary experiences while trendsetting bars and lounges serve top-shelf spirits and handcrafted cocktails. At

Breathless Resorts & Spas, guests will revel in elevated levels of service, personalized attention and world-class

spas as well as the contemporary and luxurious inclusions of the Unlimited-Luxury® experience, where everything

is included.

THE PERFECT CLIENT

DEMOGRAPHIC & PSYCHOGRAPHIC

OVERVIEW

DEMOGRAPHIC INFORMATION

• Ages 25-50

• Household income $100K -150K+

• Couples, Singles, Friends, LGBT, Solo

travelers, Social Groups

FOCUS OUTREACH ON:

PSYCHOGRAPHIC INFORMATION

• Early adopter, has a very social and gregarious personality and enjoys meeting other people while on vacation

• Has disposable income but wants to get great value for his/her spend

• Wants to pay once and not worry about additional spend (i.e. all-inclusive)

• Wants luxury but also wants an experience

• Appreciates the finer things in life, such as gourmet dining, top-shelf spirits, transcendent spas and high quality entertainment

• Wants to celebrate major milestones: Bachelorette/Bachelor, Wedding, Milestone birthdays, Couples trips, Reunions, Divorce parties, Adults-only weddings

• Influenced by recommendations

• Enjoys pushing the envelope

GUESTS ARE LOOKING FOR:

BRAND CONCEPT

Live Big. Breathe Deep.™

BRAND SELLING POINTS

LIVE BIG: • The hottest scene in Mexico & the Caribbean

• Club-like, energetic atmosphere, i.e. Las Vegas meets

South Beach

• High energy events with new themes every month

• Elevated weekly entertainment and parties including

world-famous DJs

• Late-night pool parties for after dark fun

• Hip energy centers for socialization

• Mix & mingle at trendsetting bars and lounges

• Unlimited hand-crafted cocktails and premium

spirits

• Unique culinary experiences

BRAND SELLING POINTS

BREATHE DEEP:• Luxe accommodations with trendy

interiors

• Sparkling beaches and relaxation

pools with wait service

• 24 hour room service - all day, all

night

• Full-service Breathless Spa by

Pevonia®

• Personalized concierge service

• Romantic hideaways for private

dinners

• Limitless access to gourmet à la carte dining options without

reservations required

• Unlimited international & domestic top-shelf spirits

• Unlimited natural fruit juices and soft drinks

• 24-hour room & concierge services

• Pool and beach wait service

• Daily refreshed mini-bar with soft drinks, juice, bottled water

& beer

• Daily maid service

• Endless daytime activities and live nightly entertainment

• Theme parties, oceanfront bars and entertainment venues

• Free Wi-Fi and free international calling currently available at

select properties

• No wristbands required

• All taxes and gratuities included

UNLIMITED-LUXURY® FOR THE

SOCIALLY SOPHISTICATED ADULT

XHALE CLUB

Breathless Resorts & Spas offer the xhale club, which

offers guests a higher level of service and upgraded

suites in premium locations as well as the following

enhanced amenities:

• Private xhale club lounge

• Elevated status and amenities

• Concierge service

• Daily continental breakfast service in the lounge

• Afternoon hot and cold hors d’oeuvres in the

lounge

• Exquisite desserts & fine liquors in the lounge

• Pillow menu

• Complimentary newspaper in room every day

(English or Spanish)

• Upgraded mini-bar service

• Upgraded bath amenities

SECRETS VS. BREATHLESS

Unlimited-Luxury®

Adults-only

Upscale

accommodations

Elegant amenities &

services

• Social

• Trendy & vibrant

• Entertainment focused

• Ideal client: Singles, couples,

friends & groups

• Bachelor/bachelorette parties

• Activity highlight:

Party Calendar with weekly

parties and monthly themes

• Intimate

• Classic & serene

• Ideal client: Couples, romantic getaways

• Focus on romance

• Romantic & scenic dining

• Activity highlight:

World-class Spas

Secrets Resorts & Spas and Breathless Resorts & Spas are AMResorts’ two adults-only brands offering the

Unlimited-Luxury® experience. These are the key differentiators between each brand:

Breathless Resorts & Spas • Brand Concept

RESTAURANTS, BARS & LOUNGESOffering unique culinary and beverage experiences at trendsetting à la carte and buffet restaurants and chic bars &

lounges. Gourmet restaurants serve an assortment of cuisines, such as Eastern Mediterranean, where no reservations are required. Bars and lounges serve unlimited premium spirits and hand-crafted cocktails, providing guests the

opportunity to mix and mingle.

The Nook* is open 24-hours to provide guests food at any time throughout the day. As an alternative, guests can enjoy gourmet cuisine at all times from the comfort of their rooms with 24-hour room service.

CONFIDENTIAL

RESTAURANTS

Tapas & Small Plates Italian Cuisine Greek, Lebanese & Turkish

Cuisine

International Cuisine Seafood Grill French Cuisine

CONFIDENTIAL

Coffee House & Snacks

High-end Dining Experience Pan-Asian Cuisine Popular Latin American

Cuisine

Steakhouse & GrillMexican Restaurant

CONFIDENTIAL

RESTAURANTS

BARS & LOUNGES

Lobby Bar Seaside Bar Pool Bar

Swim-Up Bar Spa & Juice Bar Specialty Cocktails

CONFIDENTIAL

BARS & LOUNGES

VIP Club & Lounge Night Club Theater Bar

Pool Bar & Entertainment ZoneRooftop LoungeChampagne Bar

CONFIDENTIAL

JOIN THE PARTY!

PARTY CALENDAR

SEDUCTIVE SOIREES, EVENTS, AND MORE…

Breathless Resorts & Spas are the meccas of entertainment bringing you exhilarating monthly themes for a one-of-a-

kind non-stop party atmosphere.

JANUARY Party Like A Rock Star

Silent discos, karaoke, and rock-themed

parties

FEBRUARYCarnival Festival of Colors

A celebration with parades, color, live

music, sexy salsa and more!

MARCHFashion Frenzy

Party with lingerie cat walks and evening

fashion shows

APRILPJ’s & DJ’s

Dress in your sexy PJ’s and dance to live

DJ’s

MAYBacchus Welcomes Summer

Welcome summer with Roman

wardrobes and wine tastings

JUNEFlower Power Month

70’s themed parties, body painting and

freestyle dance classes

JULYAll-American Pie

Beach BBQ’s, bikini contests, American

music & dance shows

AUGUSTHottest Month of the Year

Cool off with pool parties, foam

parties and more

SEPTEMBERThe Planet’s Sexiest DJ’s

Live performances from the world’s

sexiest DJs every weekend

OCTOBEROktoberfest | Halloween

Party with German cuisine, beer

tasting and Halloween events

NOVEMBERThanksgiving Feast

Thanksgiving-themed events, fire dances,

spirit readings and canoe rides

DECEMBERNew Year’s Party

Live DJ’s, dancing and themed NYE

parties

THEME PARTIES

It’s a non-stop party!

Every night of the week, Breathless Resorts &

Spas feature themed events, entertainment and

parties. Events vary by resort, examples include:

• Glow Party

• Pirate’s Night

• Blacklight Pool Party

• Karaoke Night

• Lingerie Party

• Masquerade

• Mega Dance Party

• Sensuality Show

• Gatsby Party

SELLING “SEDUCTION”

ENTICE THE PERFECT CLIENT

BREATHLESS PACKAGES & PROMOTIONS

BACHELORETTE PARTY

Breathless Resorts & Spas offer packages for major milestone celebrations and life events.

PAWTY PUPS 3’S A PARTY

AND MORE!

• Breathless Birthday

Bash

• Last Call Bachelor

Party

• Untying the Knot

• Single and Ready to

Mingle

• Get Bold or Bubbly

SOCIAL MEDIA: VIRAL VIDEO

153 MillionImpressions

23,210New Visitors to

BreathlessResorts.com

21,576Social Media Likes, Shares &

Favorites

6.6 MillionViews

25% in 6 daysIncrease in traffic to

BreathlessResorts.com

EVOLUTION OF THE BIKINI WITH AMANDA CERNY