Cypress Bend Resort

BRAND DEVELOPMENT

When our team visited this off-the-beaten-path resort in the heart of Texas-Louisiana hill country, we came back feeling relaxed by the seclusion, beautiful wildlife and open landscape….but the dated marketing materials and website just were not telling that story. If we could just bring our experience to life, we knew we could convince prospective customers to come see it for themselves. It was time to rebuild the brand. We established a new color palette, using earthier, warmer tones to play up the resort’s natural beauty. New photography captured the wildlife in action and the golf course in peak season….pictures that paint a much better picture of a serene getaway. Dreamier, more evocative language described the resort experience in a more personal way, helping you picture yourself right there on the back patio, drinking an ice-cold beer after a great day on the golf course. In every way, the new Cypress Bend Brand reflected what it really felt like to escape to this hidden gem.

COMMUNICATIONS: INTERACTIVE

Since Cypress Bend Resort is off the beaten path, their website is often the first impression that prospective guests receive. It had to be a great one. We completely revamped the design and functionality create a better online experience. Large images showcase the resort in all its beauty. Seasonal packages and promotions are prominently highlighted on the homepage, giving visitors a strong incentive to book quickly. Sample itineraries for a Golf Getaway and Family Getaway help visitors envision their perfect vacation. And thanks to rigorous SEO and online marketing campaigns, website traffic doubled and the phone rang with up to 75 new calls per month.

COMMUNICATIONS: COLLATERAL, DIRECT MAIL/E-MAIL, ADVERTISING

After pinpointing golf, group and leisure travel as the resort’s main growth areas for the resort, we developed and implemented comprehensive communications campaigns to target each audience. Direct mail and e-mail pushed targeted, time-bound offers. Local and regional advertising helped raise the resort’s profile in its key geographic area. And we equipped their sales team with beautifully designed, consistently branded material for the very first time, making it much easier for them to position Cypress Bend Resort as a desirable location for professional events.

EXPERIENCE

The best part of this project was getting to change the way people experienced Cypress Bend Resort and influence the story they told afterwards. Working closely with the client, we developed a number of new packages filled with special touches to enhance the guest experience, including chocolate-dipped strawberries for visiting couples to a make-your-own-s’mores kit for vacationing families. We came up with unique events, such as a weekly crawfish boil in the summer, that celebrated the local culture and set Cypress Bend Resort apart from the other hotels in the area. Most important, we actively encouraged guests to share their story and experiences online, an effort that resulted in a TripAdvisor 2013 Certificate of Excellence for our client.