LGD Communications brought me in to help define a new positioning for an all-inclusive resort chain. Drawing on years of experience in the category, the opportunity became clear: elevate “all-inclusive” beyond amenities and reframe it as a feeling.

The insight was simple—what guests want most on vacation is freedom. Free from details, credit cards, and uncertainty about cost. I coined two ownable positioning lines to express that idea: “Feel Free. It’s Included.” and “Freedom-Inclusive.”

The concept resonated immediately. LGD won the account, and during the client tour, leadership repeatedly echoed the line while pointing out features across the property—clear confirmation that the idea had landed.