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SuperClubs to Rebrand Hedonism III

May 12, 2010 By: Joe Pike

MONTEGO BAY, Jamaica – As part of our week-long coverage of the annual Jamaica Product Exchange (JAPEX), Travel Agent attended a media breakfast hosted by SuperClubs resorts Wednesday morning and learned that the company will undergo yet another rebranding less than a year after its major Breezes re-branding in November.

“With the successful Breezes re-branding, we’ve listened to our guests and travel partners yet again and, to meet their needs and to further support Jamaica’s growing tourism sector, Hedonism III will re-launch as Superfun Resort & Spa,” says Paul Pennicook, president of International Lifestyle, Inc., the worldwide representative of SuperClubs resorts.

The all-inclusive resort will re-launch on October 14. While being re-vamped from August 22 to October 14, guest bookings during that time will be honored at the original Hedonism II.

Pennicook says the reason to re-brand Hedonism III is to “appeal to a larger segment of the market and to decrease the dependency on the very narrow niche.”

The resort will have a clothing optional beach, but will be a bit more toned down than the Hedonism brand. Instead, this resort will target adults 18 and older looking for a more affordable getaway. Rates will be lowered, but motorized sports, scuba diving and transports from the airport will no longer be included. Also, only local brands of liquor, not premium brands, will be included.

The reason for the new brand also has to do with the fact that Breezes Runaway Bay is located right next door and SuperClubs officials didn’t want to have two Breezes resorts so close to one another. As far as other Superfun Resort & Spa opening, Pennicook says it’s “too early to tell.”


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