IBEROSTAR Hotels & Resorts announced today that it has signed an agreement with world renowned actor, Antonio Banderas to be the new face of the brand for the next three years. The marketing campaign was launched during an international press conference at the brand’s Grand Hotel Paraíso in Riviera Maya, Mexico.

Developed by the Mrs. Rushmore Agency, the campaign focuses on the concept, “On Vacation Everyone is a Star.”  The IBEROSTAR brand is rooted in customer service and aims to reinforce the importance of guest satisfaction and the total vacation experience. At IBEROSTAR, the client plays the leading role in their vacation.

All print and broadcast advertising will feature Banderas.  In an interactive online experience, Banderas also will act as the guests’ personal vacation guide offering virtual tours of several of the IBEROSTAR properties. 

The first phase of the comprehensive marketing campaign includes broadcast and print advertising, out-of-home and web marketing.  It will run in IBEROSTAR’s key target markets: Spain and the United States.

According to Luis Herault, Chief Marketing Officer, IBEROSTAR Hotels & Resorts: “The star in IBEROSTAR’S logo is much more than a brand; it reflects our philosophy and belief that our clients are the real stars.” Regarding the agreement with Antonio Banderas, Herault stated, “Antonio Banderas and IBEROSTAR have many things in common—professionalism, commitment to quality, and passion for what we do in our respective fields. For this reason we could not have found someone who better represents the values of our company.”

Antonio Banderas noted, “This partnership has developed in a very natural way: IBEROSTAR is a brand with a large international presence and corresponding prestige. I share their values, their philosophy, and, of course, their understanding of vacations, which at the end of the day is most important.”