REBRANDING: THE REEF RESORT, GRAND CAYMAN ISLAND
CASE STUDY: A rebranding project assisted The Reef Resort to experience double-digit growth over a three-year period.
CHALLENGE: The Reef Resort, an independent hotel property on Grand Cayman Island, was competing with renowned chain resorts and chic boutique hotels. The resort’s location was also a deterrent as it was far-removed from the island’s more popular destination, the tourism driven Seven Mile Beach.
STRATEGY: A strategic enhancement campaign was crafted using consumer trends; i.e.: off-the-beaten path destinations; localized experiences, authentic adventures vs. “tourism-driven” experiences.
RESULTS: Over a three-year period the resort experienced double-digit growth. Moreover this growth was sustained during peak and off-peak seasons. The resort was featured in Conde Nast Traveler, Spa Magazine, Destination Weddings, Brides, Budget Travel, Caribbean Travel & Life and hundreds of other media outlets within the U.S. Budget: Monthly retainer fee. ROI: 5:1.
AWARD: The resort won multiple awards from HSMAI for campaigns within the three-year period.