Boyne

December 8, 2006

The “Boyne” family of brands consists of various ski and golf resorts, a performance apparel line, a lakefront luxury resort, and a water park. Without a unified brand they were all missing opportunities to cross-promote their offerings. We were engaged to develop a comprehensive strategic resort marketing plan and execution.

We developed a completely custom, online database-driven survey. The survey was sent to Boyne’s database of over 60,000 email contacts. Unique surveys were given based on preferences. Findings from the survey drove our positioning and tactical recommendations for the plan.

The survey uncovered the unifying themes of escape, as well as a “challenge me” active lifestyle mindset that was shared by Boyne customers. A new logo and tagline were developed to work off these themes, while also unifying all of the resort/amenities offered by Boyne under this umbrella log unit.

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By bringing all entities together, Boyne.com’s traffic has increased more than three-fold. In addition, all resorts have seen increases in activity, and more visitors are able to recite all of Boyne’s offerings than ever before. What are you up for?

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