Case Study: Bella Terra Luxury RV Resort
Challenge
Bella Terra RV Resort, located just minutes from the sandy-white shores and emerald waters of the Gulf Coast, was preparing to set the standard for resorts across the nation. The resort (designed by Rich Stockwell) would offer an upscale lifestyle experience with exceptional service, expansive amenities and access to area activities – all in a great location. The problem? While in the pre-construction phase, class-A owners weren’t able to “see and believe.” As such, it was imperative that marketing efforts painted the perfect picture of what the resort would become in the mind of the consumer – essentially building expectations and selling the promise of an unparalleled luxury experience in the RV industry.
Opportunity
Kidd RV Resort Consulting had a unique opportunity to manage the resort’s brand from concept to completion. With Bella Terra raising the bar for the RV industry, setting this resort apart from the others was a key component of the plan. The team had to ensure that the brand and marketing platform would resonate with the target audience, highlight the unique location and emphasize a luxury experience. Kidd RV Resort Consulting was met with open-minded enthusiasm, which resulted in a one-of-a-kind brand, uncommon marketing programs and radical results.
Solution
Kidd RV Resort Consulting created a unique image and collateral which reflected Bella Terra’s luxury experience and pristine surroundings. A comprehensive marketing approach, including a website, public relations initiatives and advertising campaign was launched.
Marketing tactics included everything from electronic blasts and photo contests to unique sponsorship opportunities at RV rallies, and non-traditional advertising placement. The initial launch alone resulted in over 2.5 million media impressions and thousands of hits to the website. 1-800 numbers were strategically placed on all virtual and physical collateral, which made tracking and measuring lead development economical and efficient. Kidd RV Resort Consulting negotiated discounted placement for Bella Terra in major industry magazines, raising the resort’s profile nationally, and driving sales.
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