May through September will always be peak season for this ocean-side art community; however, the area businesses wanted to highlight the seven other months of the year when visitors can enjoy the many unique shops, acclaimed restaurants and numerous attractions.
MC2 created a campaign, A Resort For All Seasons,which was shot in the late afternoon to show off the warm sun drenched beaches and had various messages scribbled into the sand which each spoke a different motivation for a year-round escape. The outreach was regional within 2 hours or less drive away within Southern California and promoted impulsive romantic getaways and girls’ weekend of spa treatments and mischief, etc…
L’ERMITAGE BEVERLY HILLS
After going through bankruptcy and moving off of the radar for a number of years, the LErmitage set out to overcome their hurdles and regain their 5-star status. In addition to its renovations, including a $80 million facelift, MC2 created a repositioning strategy which included national and international outreach to key influencers within the travel, entertainment and fashion industries.
This was followed by an advertising campaign which irreverently highlighted the renovations using the headline, Like everyone else in Beverly Hills, we invite you to judge us on our looks. This phase was accompanied by a collateral campaign and press kit; which included a pair of custom Egyptian cotton pajamas with a note that simply read, opening June 9th, dress accordingly.
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