Develop and execute a marketing campaign to reposition the newly renovated resort
Design, Branding, Social Media, Email Marketing, Public Relations
“Best in Show” – Service Industry Advertising Awards
Recently completing a multi-million dollar renovation, the Laguna Cliffs Marriott Resort & Spa enlisted BRAINTRUST to develop and execute a new marketing campaign to reposition the resort and then maintain the brand through integrated marketing efforts including creative, public relations, media buying and social media strategy.
The brand had to capture a sophisticated, yet casual, tone consistent with the “surf culture” roots of Southern California. BRAINTRUST reimagined the Laguna Cliffs brand, utilizing elegant metallic elements combined with a hint of nautical whimsy. Original photography was captured for the advertising campaign, and a brand voice was developed that was sophisticated but still fun as BRAINTRUST revamped eblasts, brochures, group sales collateral, social media elements in addition to print and online ad units.
In addition, BRAINTRUST worked with the property to develop on-brand creative for an on-going eblast campaign to promote the resort to both leisure travelers and meeting and event planners. Seasonal deployments with A/B tested subject lines and creative yielded strong results for the property.
Focusing on the unique deliverables of the sea-side resort, including its award-winning spa and restaurants, BRAINTRUST delivered a regional and national PR campaign that yielded more than half a billion media impressions per year.
With an ongoing media relations campaign, coverage was secured in a wide array of high profile media, from the L.A. Times to USA Today.
Working with the Laguna Cliffs’ digital marketing team, BRAINTRUST crafted a social media strategy that included on-going contests and unique content features.