Your passport to paradise.
The Ask
Our client came to us to help them reposition their vacation club. One part timeshare, one part loyalty program—the existing product offered guests exclusive perks and pricing through a tiered system, but could only be used at limited properties, within a single brand.
Our clients portfolio on the other hand was diverse. With three new brands recently launched and more on the horizon, they asked us to help them consider how the program might communicate to a younger audience in the future without alienating its existing, older base.
The Solution
We set our sights beyond loyalty and focused on community, identifying that while the brand delivered on value, it lacked social cache. Taking cues from successful membership programs like Soho House and Centurion, we infused the message with a sense of aspiration to evoke desirability.
What I did…
BRAND STRATEGY, MESSAGING, CONCEPT DEVELOPMENT, CREATIVE DIRECTION, ACCOUNT MANAGEMENT
Design credit: Brand Bureau
Design credit: Brand Bureau
Defined the brand and messaging strategy.
Through messaging and experiential touchpoints we appealed to a global traveler seeking to find their global family through a hidden portal to paradise, building a messaging strategy that extended Legendary’s value beyond predictable perks and into invaluable connection.
Design credit: Brand Bureau
Design credit: Brand Bureau
Design credit: Brand Bureau
Collaborated on the visual identity concept.
We then worked with the graphics team to create members collateral and brand swag that felt covetable and special.