Case Study: Indigo Bluffs
Beauty And The Bear
Located just outside Glen Arbor in beautiful Leelanau County Michigan was a piece of paradise – a development-restricted property nestled next to the stunning Sleeping Bear Dunes National Lakeshore. The land had recently been sold to a visionary developer who wanted to capitalize on the natural beauty of the area and reinvigorate the property as a high-end RV resort. But in order to support the cost of the project, the RV resort had to begin gaining awareness and securing reservations and sales on lots.
The first step in branding the property was an extensive brand discovery session. Kidd Group learned of the surrounding activities, art, nature and nearby Sleeping Bear Dunes and its legend. This research led to the selection of the name “Indigo Bluffs, A Distinctive RV Retreat”. The property and project was also unique in that Indigo Bluffs, by law, would be the only RV development of its kind, built on or around the land. Each element we uncovered, so distinctive, became the basis of the brand invoking a sense of something earthy, sacred and even mystical.
Kidd Group designed the visual brand for Indigo Bluffs, an iconic blue mosaic bear that directed the look for all marketing elements including a website, print collateral, direct mail, and print and online advertising. Public Relations also used the media to leverage the new brand and generate awareness, while interacting with customers through tradeshows and events.
Insight was critical for a campaign with such a narrow target audience, which meant understanding not only demographics - but detailed psychographics. Proprietary Kidd RV target audience research exposed customer’s attitudes and preferences, which guided the strategy for this integrated marketing approach.
Indigo Bluffs’ brand embodied the art, culture and history of the surrounding area, which attracted RVers from across the nation. With a focus on consistent branding, advertising, and customer relations Kidd Group’s strategy increased resort sales, while positioning it as an enviable leader among all RV resorts and enhancing the resort’s status among luxury motor home owners.
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