HOW DO YOU MAKE AN HOUR AWAY FEEL LIKE A DIFFERENT WORLD?
Innsbrook is a 7500-acre resort community about an hour west of St. Louis, Missouri. While the homes are single-family units, the homeowner’s association is committed to marketing the development. With second-home sales rising in resort communities farther from St. Louis, the association wanted to increase Innsbrook’s visibility to St. Louis vacation home buyers.
With the insight that traveling farther for a vacation equates to “getting away from it all,” this campaign highlights the importance of special moments that happen on vacation. This shifts the perception of vacation from where it happens to what happens during it.
The campaign included print, direct mail and collateral and in the year after launch real estate transactions at the development achieved parity with peer developments within 100 miles of Innsbrook.