Client Need: A new positioning strategy and advertising that would make a connection with their core demographic targets.
Solution: As a lodging option in the highly competitive Vail/Beaver Creek resort area, the Christie Lodge is very unique. It’s a favorite among Denver area locals and guests from all over the U.S. That’s because the Lodge is warm, inviting, and casual. Not pretentious, stuffy, or “corporate” like the competitive alternatives. Christie is a place where guests can relax; just like they do at home. Christie’s brand promise – it’s benefit, is that you can just be yourself. That’s a strong point of differentiation and foundation for an advertising campaign. When creating advertising, the BrandWerks Group looks for leveragable strengths and capabilities of the brand that can be communicated emotionally to make a lasting connection. For Christie, the answer, and their message was always close to home.