Resort Realty - Agency of record. We were responsible for all advertising materials, media planning and buying, digital ad creation and placement, audio and video production. We worked solely as a their only marketing and advertising department helping them negotiate media rates, initiate promotions and develop a brand. Our target audiences included Pittsburgh, PA, Richmond, VA and DC/Baltimore DMAs. The target demographic was defined as adults 35-64 with $75,000+ income.
Coming out of the economic climate of 2008-2009, Resort Realty wanted to capture more visitors to the Outer Banks, North Carolina than they had the previous two years. The country had seen an economic downfall, the worst in recent memory, but the rental property company needed to rent an additional 600 weeks more in the season to make annual goals. After conducting in-depth industry research, we found that out of all the vacationers that travel to the Outer Banks for vacation and who had rented homes in the previous years from the Outer Banks rental properties, the majority of them were coming from the Pittsburgh area.
With this information in mind, we formed our campaign. Our media plan was composed of outdoor, web, television and radio. We created a landing page of www.pittsburghOBX.com to demonstrate the Pittsburgh/Outer Banks connection. In order to create a top of mind of awareness, we used words that begin with “re” to echo back to Resort Realty’s “RE” portion of their identity and to how you relate those words to vacation. We utilized words such as “relax”, “rediscover”, “reconnect” and “revive” to describe a vacation experience in the Outer Banks and to connect these desirable words to Resort Realty.
The results from the campaign delivered rental agreements three weeks ahead of schedule for the season. 643 more weeks were booked for the rental company and ResortRealty.com became the most searched for available homes in season than its other competitors.