Unearthing the facts that sell
Ritz-Carlton Bachelor Gulch Private Residences is an example of how good strategy can be built on a simple statement of the facts. There is a lot to love about Bachelor Gulch. It is the only entirely on-mountain, residential neighborhood in the Vail Valley and, to every skier’s delight, entirely ski-in, ski-out. Yet until Fingerprint Real Estate Marketing and Spring arrived, the residences at Ritz-Carlton Bachelor Gulch had not been selling.
The creative platform of this campaign was to treat Bachelor Gulch like a good movie. The hotel had great reviews and a good story. Spring took those ingredients and created a campaign that used reviews such as, “The World’s Best Ski Hotel” – World Travel Awards – and mixed them with video footage and stills. The campaign, “Be an Owner at The World’s Best Ski Hotel”
did the job at the box office and
Ritz-Carlton Bachelor Gulch sold out.