Everglades Isle is a luxury motorcoach retreat and marina located in Everglades City, Florida. With immediate access to the Barron River, the resort provides waterfront views for all guests and unique amenities including an on-site pool, full-service bar, luxury movie theater, and a nail salon and spa. BowStern was hired to develop and deploy a marketing initiative that would quickly enhance public awareness of the resort, stimulating an increase in website traffic, leads, and ultimately, revenue. We tackled the situation with a holistic brand evaluation and a corresponding eblast campaign.
Maintaining existing brand symbols, BowStern updated the Everglades Isle mark with a rich color palette for a fresh, sleek feel that communicated upscale, old-Florida charm. The modernized brand was then applied to the resort’s collateral pieces for promotional use during the upcoming tradeshow season. With high paper weight, unique spot gloss, and a tri-fold layout, the primary folder captured attention and held inserts of staggering heights to highlight the resort’s many unique selling points.
In addition to a print upgrade, Everglades Isle’s website was redesigned and optimized to incorporate relevant and strategic content for consumers, mobile-friendly functionality, and dynamic tracking capabilities for digital ads and eblasts.
With traditional and digital tools in place, we turned our focus to generating awareness amongst Class A motorcoach owners in order to increase revenue for the resort. Based on quantitative primary research from BowStern’s National 2015 RV survey, the team selected eblast communication as the most efficient and effective way to quickly engage the ever-traveling target audience. We forged a partnership with the premier association for RV enthusiasts, the Family Motorcoach Association (FMCA), and selected a strategic audience to maximize the reach of the budget. The layout and copy of the email focused in on a member-exclusive limited-time offer to encourage brand-loyal baby boomers to trial a new resort out of their normal travel path.
The results from this single email communication far exceeded engagement and revenue goals.
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1650 Summit Lake Dr.
P.O. Box 2186
2950 Halcyon Lane,
142 W Platt St.