AMELIA ISLAND PLANTATION SUCCESS STORY

Within 1,350 acres of protected maritime forests in Northeast Florida, Amelia Island Plantation hosts a resort, condominiums and privately owned homes and has marketed its developments since 1971. While the resort property itself offers many forms of recreation, from well known golf courses to family oriented activities it was largely forgotten by travel agents and meeting planners. Leisure travelers also had low awareness of the resort and fragmented marketing and messaging efforts had not resulted in a differentiating or distinguished image among these multiple audiences. No significant improvements to the resort had been made in many years.

Marketing Challenge

The recent economic downturn made it a challenge to market the Plantation to both leisure and business travelers and this was compounded by the negative perceptions of "resort" vacations or meetings. The challenge was to not only reinvigorate the brand but also help it find relevance and meaning in today's environment.

Consumer Insight

Both leisure and business travelers are now avoiding clichéd, conspicuous displays of spending, but they still yearn for natural sanctuaries, authenticity and unduplicated experiences.

Cox Communication Strategy

Leverage Amelia Island Plantation's protected beaches, wildlife and marshlands and its own genuine, unassuming style to deliver an experience that is both "Truer to Yourself" (leisure guests) and "Truer to the Times" (group planners.)

Brand Positioning

Amelia Island Plantation is the shining and quite distinct example of an all-inclusive natural retreat where one can connect with life's truer pleasures— peacefulness and leisurely paced living.