Case Study: Bella Terra Luxury RV Resort
Challenge
Bella Terra RV Resort, located just minutes from the sandy-white shores of the Gulf Coast, was prepared to set the standard for resorts across the nation. The resort (designed by Rich Stockwell) promised an upscale lifestyle experience with exceptional service, expansive amenities and access to area activities – all in a great location. The problem? Class A owners weren’t able to “see and believe,” so it was imperative that the marketing efforts provided a perfect picture of the resort. Additionally, other competitive resorts claimed luxury in name, which meant we needed to exceed expectations in order to sell the vision and deliver on the promise of an unparalleled luxury experience.
Solution
From concept to completion, Kidd RV Resort Consulting created a brand to set this resort apart from the others. The team ensured the brand image resonated with the target audience, highlighting the unique location and emphasizing a luxury experience. Kidd RV Resort Consulting developed unique collateral, which reflected Bella Terra’s luxury experience and pristine surroundings. A comprehensive marketing approach was launched, including a website, public relations initiatives and an advertising campaign. Marketing tactics included everything from email marketing and photo contests to unique sponsorship opportunities at RV rallies and non-traditional advertising placement.
Results
The initial launch resulted in more than 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.
