Brand Strategy - Naples, Marco Island & Everglades

Brand Strategy
PARADISE
!
REFINED
IN
MY
ON
PRIVATE
YET
SPOIL
AND
PARADISE ,
B E A C H E S ,
MYSELF
R E D E F I N E D .
I WILL
SECLUDED
SHAMELESSLY
FIND
ISLANDS,
DINING,
PEACE
AND
SPA-ING,
AND
LUXURIOUS
AND
TRANQUILITY
SEASIDE
E X PE R I E N C I N G
RESORTS,
TRUE
PARADISE.
ParadiseRefined.com
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Table of Contents
Brand Strategy ! ! ! ! ! ! ! ! ! ! ! !3!
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The Naples, Marco Island Everglades Brand! ! ! ! ! !4!
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Creative Strategy! 5
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Brand Strategy
Marketing Objectives
• Build brand and destination awareness
• Increase lodging occupancy and Average Daily Rate
2013 Brand Strategy
Define our upscale, luxury brand and separate ourselves from the
competition
Key Messages
• Paradise Refined and Redefined
• Florida’s Paradise Coast
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The Naples, Marco Island Everglades Brand
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Creative Strategy
2013 Creative Strategy
• Let our customers define their “Paradise”
• Move from traditional monologue to a dialogue with customers
• Replace headlines with storylines
• Create 360-degree trans-media storytelling
• Provide engaging content across social media platforms and the
Internet
• Create more videos for visual storytelling
• 12 times more likely to be shared
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