Islamorada Resort

Sun Outdoors

Location

Islamorada, Florida Keys

Project type

Hospitality ⬝ Resort

Strategic Renderings
Social Media Videos

Services

Media Strategy
Marketing Films

AWARDS

HSMAI Adrian Award ⬝ Silver for Multimedia Multiple Channels
Summit Creative Awards ⬝ Consumer Integrated Campaign

Defining the landscape of outdoor vacationing and fighting a negative perception was the challenge faced by Sun Outdoors, a publicly traded global leader in outdoor hospitality and RV resorts across North America.

Location

The

Situated between Miami and Key West, this parcel of land was being renovated to create a new RV & Vacation Homes destination in the Keys.

Project

Goals

Placemaking

Introduce property to the marketplace.

Stand out

Differentiate from adjacent competitor property.

Influence guests

Increase awareness for booking inquiries.

Accelerate launch

Rush release of content to start a seasonal marketing campaign.

Connect with audience

Ensure the content resonates with the target audience.

Solution

Our

Working closely with the brand guide and construction documents of Sun Outdoors’ marketing team, Ten Over Media translated the lighthearted and carefree emotions of Islamorada into one-of-a-kind pre-opening marketing films and strategic renderings.

The resulting media tells a powerful story that focuses on the close-to-nature experiences that bring out the brighter side of their guests, and connects viewers to the resort.

This main film introduces the resort and its amenities.

Like a breath of fresh air, the resort’s brand guide called for an authentic, vibrant and intimate experience. Defining the right soundtrack opens the door to understanding this experience, so our team searched for cheerful and fun elements with electric guitars or ukulele to create this warm, positive and carefree atmosphere.

The main film is then cut in two shorter films, focusing on two accommodation options the resort offers ; Vacation Homes and RVs.

The visual components were designed to reproduce an exploration of the Keys. Our photography is clean, bright, vibrant and friendly with pops of color. A playful balance of teal and blue with coral and stone tones makes Sun Outdoors Islamorada feel energetic and captures the essence of fun in the sun.

Each film is then cut into its own Social Media 16-seconds clip, for better engagement.

Each Social Media clip is available in three adaptive formats : panoramic wide, square and vertical.

Performance

The

Gathered only 6 months after campaign launch, and 2 years before opening, these metrics are a direct result of the use of our content:

40x ROI

Significantly higher than normal marketing KPI for a new development

11,000+

Individual web users

50%

Homes sold

“

Ten Over Media’s videos were integral to driving bookings, and the primary marketing driver for reservations. They are very brand consistent and match the brand strategy we’ve defined for the resort.