Positioning: “The resort for the pampered and well-traveled. Where to go for the pleasures you expect when you’ve
seen it all.”
Creative Platform Directives:
- Headline concepts: The distinctive features and benefits of the property were leveraged individually in a manner that appealed to the target’s discriminating taste and ego. The ad featured here was placed in the Yacht Chart Guide for the Caribbean.
- Design Directive: Each ad/communications piece in the campaign displayed a single, large image of a specific feature with a torn edge to suggest a sense of adventure. It was surrounded by smaller shots of all the features and benefits identified as “hot buttons” in our proprietary “Benefits Testing” research. The entire ad was enclosed with a nautical border that conveyed the romance and sophistication of travel and sailing. A single large