merit
Grande Lakes Orlando, with its Ritz Carlton, JW Marriott and Michelin-recognized dining represents a sophisticated retreat for discerning travelers within Orlando, Florida – a city otherwise associated with family entertainment. The "Grande Life" campaign didn't just promote a hotel; it introduced a new way to experience Orlando. Painting a picture of 500 acres of lush luxury, culinary tourism, and meaningful connections with nature while emphasizing the property's expansive views, Greg Norman-designed championship golf course, and Ritz-Carlton Spa, presenting Grande Lakes as an unexpected oasis of splendor, it changed the expectations by opening up consumers’ minds about what Orlando offers.
When FerebeeLane was approached about crafting a branding campaign for the luxury resort Grande Lakes Orlando, we faced a paradoxical challenge: How do you convey lavish grandeur in a city synonymous with mass tourism? Orlando's identity is firmly cemented in the public imagination. Affluent travelers tended to reflexively dismiss it as a vacation destination. Our challenge wasn't just to market a resort — it was to create a compelling story in contrast to Orlando’s established reputation.
We began by identifying the white space in Orlando's saturated hospitality market. While the city excelled at family entertainment, in the minds of upscale consumers planning a leisure trip, the city lacked the aura of a truly sophisticated retreat for discerning travelers. Grande Lakes Orlando, with its Ritz Carlton, JW Marriott, and Michelin-recognized dining, represents exactly that ideal. But first, we needed to overcome the cognitive barrier that "Orlando" presented to our target audience.
The resulting “Grande Life” campaign portrays the grande style of the property and the luxe lifestyle that awaits guests at Grande Lakes Orlando. The focus on ‘Grande’ served as a repetitive device to underscore various experiences on site, while captivating illustrations connected the golden age of travel and all that Grande Lakes had to offer the affluent traveller.
The campaign proved disruptive in a crowded Orlando ad market, earning:
Digital mix growth by 3.3% for JW Marriott and 7.1% for The Ritz-Carlton
Total ADR growth reached 3% over budget, with a 16.6% real ADR growth. Market share growth demonstrated the strategy's success, with JW Marriott gaining 9% and The Ritz-Carlton increasing by 4.5%
156% Instagram follower increase and engagement rates exceeding industry benchmarks by 3.2x
71% site visitation growth
In 2024, Grande Lakes marketing team was awarded the Global Marriott Elite Award for marketing and without hesitation noted that they would not have won without FerebeeLane.
