Iberostar Hotels and Resorts have signed Antonio Banderas as the new face of the brand for the next three years.

The Spanish actor will star in the hotel group’s latest campaign ‘On vacation, we’re all stars’ which was filmed at the Iberostar Grand Hotel Paraiso in Mexico.

Its objective is to demonstrate the importance of guest satisfaction and the overall holiday experience. The TV ads will be shown initially in Spain and the United States and print ads will be run in the UK.

Banderas also will play a guide in a virtual tour of one of the hotels in an interactive online tool.

Iberostar chief marketing officer Luis Herault said: “Antonio Banderas and Iberostar have many things in common: professionalism, commitment to quality, and passion for what we do in our respective fields.”

Banderas added: “This collaboration has developed in a very natural way. Iberostar is a brand with a large international presence and prestige. I also share their philosophy and, of course, their understanding of vacations.”