64@TheRiv.case studyIn a resort market oversaturated with luxury condominiums, capturing market share and standing apart from the competition was paramount. 64@theRiv was developed and priced to appeal to a younger, more cost-conscience buyer, but sophistication and style had to merge with an underlying affordability message. The resulting brand descriptor “Affordable Modernism” set the tone for all communications and strategic brand partnerships.
The campaign design direction centered on clean, casual, simple and inclusive. Lifestyle imagery combined with artistic property shots to create an inviting sense of place. Recognizing the importance of digital execution, the campaign allowed for bold graphics with short headlines and body copy to quickly capture attention. To extend brand equity, we aligned with recognized national and regional brands that shared the same positioning and point of view. A partnership with West Elm provided furnished model homes and free design consultation to new homebuyers. Similarly, a partnership with the neighboring, famously hip Riviera Resort and Spa provided 64@theRiv homeowners with exclusive offers and discounts on food, beverages, spa services and more. Both partnerships extended unpaid media opportunities on site at the downtown Palm Springs West Elm store and in lobby/in room at The Riviera. I created the overall brand strategy and managed all aspects of brand execution. I developed and managed all digital strategies and digital presence including website development, social media engagement, SEO, SEM and analytics. I solicited, secured and managed all strategic partnerships. |
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