Case Study: Indigo Bluffs
Challenge
Indigo Bluffs is located just outside Glen Arbor in beautiful Leelanau County Michigan. The property is next to a 25 year-old, family-run campground both of which had recently been sold to a visionary developer who wanted to capitalize on the natural beauty of the area and reinvigorate the property. The first challenge was naming and branding the property, and the second challenge was creating awareness. The property and project was also unique in that Indigo Bluffs would be the last RV resort of its kind built on or around the land, as the city council and residents had voted to protect the wilderness and disallow further development. Indigo Bluffs’ marketing collateral had to support the fact that it was truly one-of-a-kind.
Opportunity
The first step in launching the property was an extensive branding session. Kidd RV Resort Consulting had to understand the property’s uniqueness before it could distill it into a meaningful brand. Once a unique selling proposition was discovered, these qualities could serve as the foundation for the new brand, and could function as grounding pillars for the tactics in the marketing plan.
Solution
The result of the branding session was a name and tagline – Indigo Bluffs: A Distinctive RV Retreat – and a brand that invoked the sense of something earthy, sacred and even mystical. Indigo Bluffs embodied the art, culture and history of the surrounding area. With the new brand in place, Kidd RV Resort Consulting developed consistent marketing collateral, applying the brand to brochures, signage, and a new website. Kidd RV Resort Consulting used the media to leverage the new brand and generate awareness, and used advertising to tell Indigo Bluffs brand story. As alluded to in its tagline, distinction is the cornerstone of Indigo Bluffs’ sustained success, and a focus on consistent branding has increased the resort’s sales, positioning it as an enviable leader among all RV resorts, and enhancing the resort’s status among luxury motor home owners.
CASE STUDIES
