Situation

A family-owned resort in the Chicagoland area for over 50 years, Pheasant Run Resort offers a unique variety of amenities and services that appeal to a wide range of markets, from leisure to groups. Looking to strengthen the brand across all of their guest segments, they turned to Stevens & Tate to make some bold marketing moves – away from messaging that spoke to all audiences as one, and towards a more targeted approach. The goal was to create a new branding campaign that offered one cohesive voice for the resort, yet was flexible enough to be customized for each individual tribe they market to.

Solution

Capitalizing on the unique attributes and flavor of the resort, we created a fully integrated campaign that positioned Pheasant Run as a one-of-a-kind destination unlike anywhere else. To reinforce the individual experiences that every guest can have, our new branding focused on making Pheasant Run your place to start new traditions, create new memories, and capture special moments “your way”. Every aspect of the campaign was designed with a photo-album / scrapbook look and feel – with lively, energetic imagery, and bright, bold colors that highlighted the warm and friendly atmosphere of the resort. Through targeted messaging, we created personalized connections for each segment – from family vacations to corporate conventions, weddings to tradeshows, golf outings to dining/entertainment offerings – and brought each to life using print, interactive and social media, as well as in all on-site marketing/promotional material.