One of Chicagoland’s only resort properties, Eaglewood Resort & Spa’s identity was disconnected from the true value proposition delivered for its guests. With limited advertising dollars to spend, it was more important during a challenging economy than ever before to solidify the resorts unique attributes in support of capturing and articulating the property’s unique points of difference against the competitive set. In 2009, the resort enlisted AIR Marketing to engage its proven brand development process which included extensive research and a professionally facilitated stakeholder branding workshop to gain insights and consensus. Once the voice of all stakeholders was heard, AIR’s strategy and creative teams began developing the brand dimensions and positioning statement which became the foundation for the new, cohesive look and feel to the resort’s creative positioning across all customer touch points.
