new aspirations

With my success in rebranding and repositioning, I jumped at the opportunity to join Lansdowne Resort and Spa. Lansdowne Resort was known as Lansdowne Conference Center. The resort lacked brand awareness among leisure travelers, especially in our backyard (DC-MD-VA-PA). Lansdowne completed a rooms renovations in spring 2016, but I recognized that we needed to rebrand and reposition from a conference center to a resort in Virginia Wine Country, in order to compete with other Mid-Atlantic resorts. We needed to create leisure demand among drive-market couples, affluent travelers and families looking for a resort vacation. 

THE GOOD LIFE CAMPAIGn

A campaign was developed to unveil Lansdowne for the first time as Lansdowne Resort and Spa. I led an agency to help us create our new logo and branding/visual identity. I played an instrumental role in multiple photo shoots, developing a new website, videography, and a signature resort package. The campaign illustrated the "Good Life" at Lansdowne which we commonly refer to as "The Lansdowne Life." We simultaneously promoted The Good Life campaign and the compelling Good Life Getaway package with the launch of our new website and new video through email, pro-active PR pitching, social media contest, online media, email signatures, radio ads, Visit Loudoun’s website, and our partners. 

The results  

Since the campaign and website launched in June, Lansdowne’s website has generated 65% more revenue YOY.  Lansdowne’s leisure package revenue increased by 10% YOY. Our Good Life Getaway Package was our #1 producing package for the year. Guests on the Good Life Getaway Package have the second highest total spend of all package guests. The Good Life Getaway was featured in The Washington Post, among many other publications. Since campaign launch, we've been able to successfully grow a guest demographic known as "American Royalty"  - the wealthiest segment in the nation. 

AWARDS

• "Best Integrated Marketing Campaign of the Year," Two Roads Hospitality (2016)

Photography by Kip Dawkins