TURNING A DESERT LOCATION INTO A PRIME TRAVEL DESINATION
With the craze over national parks at an all-time high, everyone is trying to get a piece of the pie including those providing the accommodations. With so many options out there such as camping, Airbnb, and other hotels around the parks it is difficult to differentiate yourself from the competition.
With so many options available to tourist we had our work cut out for us, especially since this campaign involved rebranding three separate businesses owned by the same owner in one single town. We began with research to understand each businesses unique target audience and their desires. Once we identified what we like to call the "human truths" we began developing a brand voice that resonated with and motivated the target audience.
With Brand development in place, we began work on a digital campaign targeted at foreign tour operators who wanted to give their clientele a once in a lifetime "American Experience". The campaign "Adventure Without Barriers" made it's debut at the World's largest tourism trade show helping the Broken Spur book repetitive full seasons. Our strategic video content allowed prospective clients to experience the Broken Spur Inn, The Saddlery, and Skyridge Inn from their keyboards. Leaving them with no doubt as to where they needed to stay.
THE BROKEN SPUR INN
"Adventure Without Barriers"
Through a series of brand videos distributed across social platforms as well as short banner videos, we were able to market the Broken Spur Inn as an oasis in the middle of the desert.
"Time To Mount Up"
The Saddlery had changed hands between a variety of owners in its short existence. It was our job to help this small town bar/steakhouse attract foreign clientele to fill its saddles. Our strategy laid in redefining the target audience (foreign tour operators). We designed a series of videos and digitally targeted these operators. These videos sold operators on the Ultimate Western experience that the Saddlery could deliver to their clients.
"A Touch of the West"
With corporate hotel chains and motels pouring into town it was our job to help Sky Ridge Inn differentiate its self.
We dived into the research to identify the perceptions that tourists had of small-town Bed & Breakfast Inn's and their decision-making process in selecting accommodations. With these insights, we were able to redefine what a Bed and Breakfast Inn is supposed to be. Once our audience was exposed to our experiential video campaign nothing else needed to be done to persuade them that the Sky Ridge offered more than the corporate giants ever could.