Challenge
Resortships International Inc. wanted to establish itself in uncharted territory as the first timeshare yacht club where members could select international destinations and experience the thrill of cruising on a luxury yacht during their vacation. As no other company had previously done this, the challenge was how to position this new company in the timeshare marketplace – focusing first on investors to generate funds to grow the company, then on users to sell memberships.
Action
NextPhase was contracted to brand and position the club, and communicate this exclusive opportunity to potential investors and members. As part of the program, we produced a complete suite of marketing tools to communicate this key message to future timeshare owners and investors. This included a corporate identity, business cards, stationery, investor brochure, marketing brochure and emails, PowerPoint presentation and website.
Results
ResortShips was positioned as an international Yacht Club with a difference – it owns its own yachts. Marketing material communicated that investors and members could use any yacht, any time, at any club location around the world, year after year after year. Said President, Trevor Conn, “NextPhase fulfilled all our requirements admirably. We were amazed how well they created our exclusive international yachting image to position ResortShips in the marketplace.”
