Travel & Tourism

The Earl Lee Campaign

Barceló Resorts

Earl Lee didn't earn his five-star treatment. He just booked early.

Played by comedian Henry Cho, Earl Lee was a man living large at the resort — cocktails, VIP perks, the works — for no reason other than he got there first. The campaign ran across TV, print and social, with Earl's laid-back Southern charm doing the heavy lifting. The message was simple: book early, save up to 35%. You don't have to be Earl Lee. You just have to be early.