We re-create

In 2007, Grand Geneva Resort & Spa^®, a Marcus^® Hotels property, was renovating the guest rooms, and in the process, realized it was also time to renovate their brand. The property was being updated to bolster the appeal to younger travelers, and the brand needed to do the same.

The re-branding process started with an extensive review of existing customer research, and participants from all key areas of the organization took part in strategy sessions. After a thoughtful process of listening and learning, we recommended positioning the resort as the ultimate active lake country escape.

The advertising campaign featured elegant photography and refined design. The look and feel of the campaign positioned the resort as an ideal location for both business meetings and leisure trips. Additional ads introduced people to the Timber Ridge Lodge, the family-friendly water park resort on the property.

The result was a younger, fresher, yet sophisticated campaign that recharged the brand and appealed to younger audiences.