Brand Positioning Campaign
CHALLENGE: Reposition and effectively differentiate Talking Rock from all other similarly priced Country Clubs in Central and Northern Arizona.
SOLUTION: Observation; that Talking Rock is like any other club and never has been; that, while other country clubs focus exclusively on "luxury" in the high country, Talking Rock had the inherent distinction of being the only to infuse architecture which screamed RUSTIC while merging its rough-n-readiness with luxurious living. While many positioning lines were developed and even considered, the winner was simplicity itself: "Rustic Refined".
RESULTS: Even in a diminished economy, Talking Rock continued to sell property and memberships based, to some degree, on this re-introductory campaign which effectively differentiated Talking Rock from all others in both look, feel and 19th-century rustic substance.
SOLUTION: Observation; that Talking Rock is like any other club and never has been; that, while other country clubs focus exclusively on "luxury" in the high country, Talking Rock had the inherent distinction of being the only to infuse architecture which screamed RUSTIC while merging its rough-n-readiness with luxurious living. While many positioning lines were developed and even considered, the winner was simplicity itself: "Rustic Refined".
RESULTS: Even in a diminished economy, Talking Rock continued to sell property and memberships based, to some degree, on this re-introductory campaign which effectively differentiated Talking Rock from all others in both look, feel and 19th-century rustic substance.
