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Have a remarkably uncommon
magnificent journey
ABOVE IT ALL
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CONTENTS SWOT ANALYSIS....................................................................... 6 COMPETITIVE REVIEW ............................................................ 8 VOICE & TONE.........................................................................10 BRANDING IMAGE..................................................................12 COLORS SPECIFICATION.........................................................14 MEDIA MIX STRATEGY..........................................................19 CORPORATE STATIONERY.......................................................20 PRINT......................................................................................23 BRAND MERCHANDISE..........................................................24 PROMOTIONAL PRODUCTS.....................................................26 UNIQUE PROMOTIONAL ITEM.................................................29 RESORT SOUVENIR.................................................................31 OUT OF HOME.........................................................................33 INTERACTIVE..........................................................................41 WEBSITE.................................................................................42 MOBILE APPLICATION............................................................45 BROADCAST............................................................................46 COMPANY VISION...................................................................48 GLOBAL EXPERIENCE.............................................................50
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ONE OF THE MOST POPULAR CHILDREN’S
ADVENTURE BOOKS OF OUR TIME WAS WRITTEN @
TREE TOP RESORT “RE-CONNECT”
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Mom and dad just surprised me and my sister with the best gift ever! Our family went on a great adventure to Tree Top Resort. It was amazing! I loved hanging out with my Mom and Dad hiking, canoeing, and swimming in the Tree Top River. My favorite part was that Mom and Dad didn’t even look at their computers and phones because we were too busy having so much fun together. From a Son
I love my family, but with my position as Director of International Sales I have to travel a lot. And even when I’m off the road, there’s a meeting, a report, an email, or a phone call that needs my attention. This vacation I enjoyed truly unplugging and getting away. We love to be active, and there were activities for everyone. It was really nice there was a Kids Club so Margaret and I could have some quality time together. From a Father
I always have to break the news to the kids that their Dad can’t make it. Half the time I’m a single parent while John is on the road, I’m in charge of homework, field trips, and orthodontist appointments. But, to my surprise John asked me about dates to travel to the Tree Top Resort! It was an incredible vacation to bring us all together. It was an adventure of a lifetime in a luxurious world class resort, and we will always remember it as a family. From a Mother
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BRAND
DIFFERENTIATION
BACKGROUND RESEARCH
SWOT Analysis, Awareness of Market Positioning, Persona Development and Competitive Review.
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STRENGTHS
WEAKNESSES
Close to Disney Parks An Adventure Experience Life reconnecting mission Quiet ecology getaway Family oriented Tree House among the top of the trees
Expensive liability Not wheelchair accessible Disney Hotels close in the area High fees Electricity expansion
Expansions to other states Outdoor amenities can be increased Spiritual retreat possibilities Promotion of a new eco lifestyle
THREATS Intense competition from other resorts in area Stringent regulations
SWOT
OPPORTUNITIES
ANALYSIS
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Tree Top Resort is the ONLY eco luxury, adventure wilderness getaway tree house built in and among the top of the trees. The resort inspires people to live healthier and stronger. Based on the Kissimmee travel facts, economy statistics, and target market demographics, the following marketing campaign has been developed. The research supports this media mix and proposed budget to establish the brand recognition of this new resort.
COMPETITIVE REVIEW 8
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VOICE & TONE
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WILDERNESS Tree Top Resort is a rustic tree house built in and among the top of the trees, with wildlife, adventure experiences, and the opportunity to connect with Mother Nature at this ecology gateway.
ECO- LUXURY Tree Top Resort focuses on each guest’s health to facilitate rejuvenation & family life connections. One of the attractions of the adventure resort is the zip line that connects between each of the halls and cabins. This zip line also takes guests to an amazing water fall, where there is an evening natural light show among the mountains and trees showing beautiful forest life.
ADVENTURE Tree Top Resort’s mission is to inspire people to live healthier, stronger, and happier lives through providing a unique and fun adventure experience.
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BRANDING IMAGE 12
LOGO IDENTITY & USAGE COMMUNICATION The goal is to communicate quickly and clearly the message and test the effectiveness of the design choices by interpreting the perception of the target audience. The brand is developed from competitive research, narrative creation, and design element choices.
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COLORS SPECIFICATION
WEB #dfcd08
WEB #c2951c
WEB #000000
CMYK C: 16 M: 12 Y: 100 K: 0
CMYK C: 25 M: 39 Y: 100 K: 3
CMYK C: 0 M: 0 Y: 0 K: 100
RGB R:223 G:205 B:8
RGB R:194 G:149 B:28
RGB R:35 G:31 B:32
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WEB #754c24
WEB #401409
WEB #813308
CMYK C:39 M:64 Y:93 K:36
CMYK C:46 M:82 Y:81 K:72
CMYK C30 M:84 Y:100 K:35
RGB R:117 G:76 B:36
RGB R:64 G:20 B:9
RGB R:30 G:51 B:8
w w w. M a h i e t te.c o m
Colorplaysanimportantroleinthecorporate identity program. The colors below are recommendations for various media. A palette of colors has been developed, which
comprise the “One Voice� color scheme. The main colors will be yellow and black representing luxury and incorporating textures of nature.
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The secondary colors will be wood and vegetation color tones to convey the nature.
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MEDIA MIX
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STRATEGY 19
CORPORATE STATIONERY
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A day at Tree Top Resort is all about fun, challenging yourself and unleashing your inner child! Come out and experience a unique adventure that’s perfect for families to enjoy together, and discover the beauty of Kissimmee, FL from the lofty heights of the Tree Tops Adventure Course!
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PRINTING
BRAND MERCHANDISE The resort’s mission is to support the local economy and small businesses. The resort will work with these companies to design things such as customized wine and personal bath/spa products.
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PROMOTIONAL PRODUCTS
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UNIQUE PROMOTIONAL
ITEM
Part of the unique products is a fragrant candle, where all the ingredients are 100% natural and convey smells from nature. In the bottom of the box guests find stories from guests of why the Tree Top Resort made an impact on their lives.
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Part of the vision of Tree Top Resort is to plant trees to support the future of the planet and to plant 1 million trees in 10 years. To support this mission each guest will receive “Easy Garden Starter Kit�, providing a unique and personal gift to clients that will be remembered for generations to come. A vibrant, beautiful tree benefits everyone and is perhaps the most fitting memorial of all.
PLANT TO TAKE HOME
EASY GARDEN STARTER KIT The package designed is very light weight, simple, elegant, and informative. It comes with the color scheme of the branding inspiring energy, reconnection, and courage.
The simple act of planting a tree is a gift of immeasurable value.
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OUT OF HOME
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STOP. STAY. BEGIN AGAIN.
BRANDING ADVERTISING SITE DESIGN MOBILE APP
INTERACTIVE
It is time to reconnect with your life and your family with remarkably uncommon experiences.
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WEBSITE DESIGN
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The website is built with content coded and designed to deliver the message of a unique luxury adventure experience
Powerful imagery is created to show the adventure courses and activities at the resort. The look highlights a gold style, with a contrast of white and black to deliver a message of luxury but also fun in the wilderness.
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MOBILE APPLICATION
RESPONSIVE DESIGN A mobile application will add a layer of communication with clients to see all the wonderful things happening at Tree Top Resort on any smart phone. 43
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LATEST WEB TECHNOLOGY
RESPONSIVE MAHIETTE.COM/CLIENTS/TREETOPRESORT 45
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BROADCAST
COMPANY VISION
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CURRENT LOCATION FLORIDA
GLOBAL EXPERIENCE 50
FUTURE LOCATIONS ARGENTINA
FUTURE LOCATION ITALY
FUTURE LOCATIONS AUSTRALIA
CONTACT A: Kissimmee P: +1 (0) 321 837 2000 E: 108 Broadway, Kissimmee, FL 34741 Design by Mahiette
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FUTURE LOCATION
ITALY
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FUTURE LOCATION
AUSTRALIA
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ABOVE 56
IT ALL 57
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By Mahiette Tarrago
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5127504426
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5127504426
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mahiette@mahiette.com
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www.Mahiette.com
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