Tuesday, March 10, 2009

Getting Creative

I love it when an uber-traditional brand gets outside the box. While consumer brands have gotten somewhat comfortable with this, real estate and resort destinations have been less inclined to take marketing risks.

That could be changing. One of the most hallowed destinations of the South, the Grove Park Inn, has apparently decided to step beyond classical music, slow panning video, old-couples-smiling-at-each-other-in-pool-pictures and obligatory sunset shots. I say good for Grove Park. While I'm not sure this approach totally fits with their brand (try reconciling the corporate site here with the microsite listed below, for example), it is sure to get attention and drive page views in an era of stodgy resort advertising. Throw in the neat story and microsite, and it is sure to get a little new- and old-media attention as well.

No comments: