The concept came as a result of the teamwork of the whole Marketing department of Ron Barceló and the agencies. We came up with the necessary elements to create an attractive communication for youngsters: the night, the beach, the palm trees, the full moon, Ron Barceló and the biggest tourist destination of Spanish students. As soon as we created the concept and the promotion, we just had to put ourselves in the shoes of the consumer and think how would be the biggest party anyone would never miss in the Caribbean… A party that would be held in a unique moment: once a year during the full moon in a very special month. The students have finished their examinations and they are on holiday with their schoolmates in the Caribbean and in large hotels. It is the best moment to reach them, and to transmit to them the brand values. It is their moment of "flow".