Challenge
In a project focused on taking luxury living to a whole new level, Unicorp National Developers partnered with Ritz-Carlton to build The Ritz-Carlton Residences, Grande Lakes. As a skilled hospitality marketing agency, we were engaged to develop interactive branding to get consumers intrigued.
Solution
Knowing that these high-end estates would need stunning deliverables, our team created a sophisticated sales campaign that leveraged our extensive experience in marketing for hospitality and tourism. Collaborating with interior design teams, developers, and Ritz-Carlton representatives, we crafted a seamless brand experience consisting of refined messaging paired with breathtaking visuals. Reaching Our Audiences With luxury residences such as these offered by an internationally recognized brand, our hotel marketing team knew that the audience would be people with an affinity for the finer things in life. Segmenting this audience into two target markets, our team identified who would be interested in these Ritz-Carlton residences and what factors would matter most to their purchase decisions. Vacationing Wealthy With an environment that offers both peaceful relaxation and engaging activities, these residences are perfect for any vacation. This audience is one that tends to come and go, so our team crafted collateral that highlighted the advantages to owning a retreat that offers upkeep services. With an estate on The Ritz-Carlton Resort property, residents and their guests have full access to the resort amenities, making these homes the no-fuss oasis everyone dreams of. Local Affluence Looking to take the next step in luxurious living, these individuals and families have the desire for a high-end lifestyle and the means to make it happen. As this audience aspires to be surrounded by elegance, our design put the incredible amenities front and center while emphasizing services like a dedicated concierge and porter. We made it known that The Ritz-Carlton Residences offers everything our target market wants in one convenient and comprehensive package. Build Out In order to properly portray these incredibly elegant estates to consumers, our hotel marketing agency crafted materials that mirror the opulence of these estates. We produced pieces that honor both the grand residences and their well-known namesake. Our team designed print, digital, in-hotel collateral, and environmental experiences to represent the community with the same sense of quality and refinement that it evokes. Brochure and Inserts: Looking to capture The Ritz-Carlton Residences experience in tangible deliverables, our team designed a brochure that exudes grand living in every detail. From the thick, textured paper, to the embossed logo, the piece strikes the right balance between elegance and extravagance. Many hospitality advertising agencies fail to take local styles into consideration, but our designers made it a point to leverage the positive energy and optimism of our state to paint the perfect picture of an exclusive Florida estate. Website: At The Ritz-Carlton Residences, homeowner, community, and environment blend seamlessly. Our hospitality marketing agency team wrote messaging that reinforces this idea, using phrasing such as “in perfect unison.” We also crafted every element of the website to be clean, soft, and indulgent, making the audience feel more at home with every click. The end result of all the decisions our design team made is a website that gives each visitor a taste of what awaits them. Print: Extremely pleased with our hospitality marketing agency’s work on the website and brochure, The Ritz-Carlton Residences expanded the scope of our engagement to include outdoor signage, indoor signage, and full-page ad placement. Keeping the visuals clean and simple, with gorgeous property renderings and abundant white space, these pieces make a powerful statement about the project.
Results
This campaign led to a dramatic increase in awareness and sales for The Ritz-Carlton Residences, Grande Lakes. As an experienced hospitality marketing agency, we used our expertise to drive interest, applications, and ultimately, conversions. Just a few weeks after the initial delivery, we were asked for a full brochure reprint as demand for the piece had exceeded the expectations of the leasing officers. “We’ve worked with Bigeye many times, and I continue to be impressed with their skill in taking abstract ideas and turning them into fully realized creative output,” said Chuck Whittall, Unicorp president. “On this project in particular, they were able to bring input from multiple stakeholders into perfect alignment to help prospective clients understand what the community has to offer in terms of Unicorp quality and Ritz-Carlton style,” added Daina Todd, Unicorp Project Coordinator.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.