Elizabeth City: Brand Evolution Project Spotlight
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A vibrant beachfront property and long-standing Ocho Rios icon, the Jamaica Grande Resort faced challenges keeping up with rising competition from newer resorts along Jamaica’s North Shore. As the resort underwent a complete renovation to reinvigorate its property, the resort’s brand was also in need of an overhaul and reimagining. We crafted a multi-dimensional, cross-platform branding strategy, digital, and interactive strategy to increase bookings and position the resort as an authentic Jamaican experience.
Our engagement with the Jamaica Grande closely followed the property’s separation from the Sunset Resorts chain of properties, which presented the unique challenge of developing both a new brand identity and transitional pieces to be used before the new brand’s official launch. To accomplish this, we looked to the property’s tropical location for inspiration. Our team created a custom “windswept” font to be used across branding, as well as a “wave” accent that hinted at the new look and feel within transitional pieces.
To drive traffic to the brand’s Facebook page, we launched a contest crafted to boost fan base numbers while positioning the Jamaica Grande as the ideal destination for romantic getaways. The “Ring in the New Year Facebook Contest,” followed the timeframe with the highest engagement rates and invited Jamaica Grande fans and Facebook users to submit their engagement story to win a prize
Our team also created a highly targeted Facebook marketplace advertising and promoted post campaign to support the contest efforts. Ads targeted users who were engaged as well as users who listed wedding-related interest categories.
Additionally, we crafted an image-driven, fully responsive site with a modern, vibrant design that speaks to the resort’s personality while showcasing the updated look and feel of the brand. The website included beautiful and functional photo and video gallery, a dynamic contact form, and randomized customer testimonials at the foot of each page.
new Facebook fans in 6 months
fan base growth in one month during Facebook promotion
recognition and awareness for Jamaica Grande brand
Since the end of our engagement, the property was sold to Palace Resorts and is now the Moon Palace Jamaica.
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