The Objective: To reposition Town Creek Marina as a destination property attracting a new audience interested in buying into the full-service marina lifestyle.
The Solution: First we started with introducing color and people… not just boats. True boats are a huge part of the marina lifestyle. However, we actually spent 8 months every other week onsite at this coastal community and we realized that the marina life is all about people and what their lives…not just the big yachts they live on. What you see in this campaign is exactly what you get at Town Creek Marina. Spectacular fishing, the perfect location, people with their dogs, kids, a year round lifestyle, knowledgeable service and of course great food.
The Icing: For Town Creek Marina we launched a new, vibrant image that in a down market started to build a recognizable and consistent image – our customer was actually advertising when their competition wasn’t. The icing however is we tried new forms of advertising from print ads to online banner ads to social media. We were able to save the client over 18% of the previous year’s media spend just by negotiating rates and website traffic increased by 27% over that of the previous year. We call it icing…our customer calls it return on investment.