Traverse Bay Resort was already impressive, but the new owners wanted to showcase the resort’s amenities and fun-loving lifestyle. Traverse Bay sought a brand identity that visually communicated the relaxed atmosphere for which the area was known, as well as a marketing partner who could execute a tactical plan and launch the new brand to potential RV consumers – generating excitement, interest in the property, and ultimately lot sales. Kidd Group developed a fun, lifestyle-centered brand identity characterized by the red flip-flops, which became the signature part of the logo. The brand positioning was further reinforced through the creation and use of the tagline “North of Ordinary.” The advertisements, collateral and direct mail all conveyed the brand personality. Other deliverables included trade show displays for industry trade shows, extensive media placement, earned media management and the creation of a robust online presence through a fully interactive website that featured videos, news portals, event calendars, reviews and sales information. Developing this sense of community among residents directly impacted the ability to sell lots, and continues to position Traverse Bay as a premier RV resort destination.