The Palm Creek Golf & RV resort is consistently ranked among the top RV destinations in the United States. To help entice new visitors into staying at their resort, Palm Creek asked for Espiritu Loci’s help in refreshing their billboards and marketing image. To start the project we met with the Palm Creek core management team to learn about what makes their resort stand-out above the rest and what features and amenities are used most often. We also worked with a marketing consultant to learn which demographics are most likely to stay at Palm Creek and geared our designs to match.
Knowing that the freeways and highways where the billboards were to run are crowded and full of other advertisements, we did extensive market and regional research to help us create a design that stood out from other billboards on the road. Our resulting designs utilized broad horizontal strokes of warm colors reminiscent of an Arizona sunset anchored with simple text and lifestyle photos.
Our team also created an amenity plan for Palm Creek to use during the planning of their next phase of development. Again we worked with the management team to assess which features were, most used and underused or requested most often. Using this information we created a plan that centralizes the activity core and created improved links between the multiple amenity locations. We determined which locations and items were best used as focal points and how to activate them for highest impact.
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