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Case Study: Lancaster Host Resort ad
Discovery
The Lancaster Host Resort called on us to design its half page color ad for the 2007 edition of the PA/NJ AAA Tourbook. While the resort caters to many distinct market segments, it uses the AAA Tourbook to pull out-of-town travelers, particularly families with children. Through the discovery process, we were able to determine that children's wants and needs carry serious weight in parents' decision making when choosing lodging and vacation destinations.
Quotation
After the discovery phase we submitted a quote and were given the green light to move forward.
Translation
Understanding that parents want what their children want, we set forth to design an advertisement accordingly. The creative process revolved around matching the Lancaster Host Resort's amenities to the needs and wants of children. Considering the planned activities, indoor and outdoor pools, game room and other features, we asked ourselves: What's in it for the kids? The answer: Fun. We choose an image from a photo shoot we had done a couple weeks earlier and created a headline that communicated a clear and concise benefit with a strong call to action.
Delivery
We provided a proof on time and after a few minor changes, Lisa Green, Director of Sales & Marketing, approved the ad with these words: "This is the best AAA ad we've done, you guys are great to work with." |
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