Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Terranea Resort's marketing team has developed a new brochure designed to immerse prospective couples in the magic of a dream wedding framed by the stunning Pacific Ocean. The brochure showcases the resort’s expansive 102-acre oceanfront property, offering various scenic venues for every wedding celebration—from cocktail hours and rehearsal dinners to post-wedding parties and farewell brunches. Each event is tailored to the couple’s vision with custom menus and personalized service from Terranea’s award-winning culinary and catering teams.
This brochure visually highlights the resort’s unmatched vistas, luxury accommodations, bespoke services, and exceptional amenities, all aiming to elevate the site tour experience while positioning Terranea as Southern California’s premier oceanfront wedding destination. The goal is to increase event bookings through authentic, emotive storytelling that emphasizes Terranea’s unique offerings.
The campaign strategy delivers a visually compelling and informative brochure, serving as a key tool for wedding planners, couples, and decision-makers during site tours. Key elements include:
• Visual Appeal: Stunning photography of real weddings at Terranea showcasing ocean views, unique event spaces, and intimate moments.
• Tailored Content: Descriptions of ceremony locations, reception venues, and customizable menus that highlight versatility and personalization options. Venues accommodate from 10 to 2,400 guests.
• Elevated Service: Showcasing how the expert team orchestrates every detail, from perfecting menus to delivering extraordinary experiences. Each brochure includes a personalized note and business card from the guest’s sales manager.
• Interactive Experience: The brochure integrates into the site tour, allowing couples to envision their wedding at Terranea. It links to the website, featuring virtual tours to enhance the immersive experience.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The brochure captures every detail, from personalized menus and luxury accommodations to elevated service and breathtaking spaces. With diverse accommodations including guestrooms, suites, bungalows, casitas, and villas, the resort ensures an unforgettable experience along the Pacific. The acclaimed culinary team offers personalized menus featuring coastal fare and seasonal ingredients, making each wedding uniquely tailored to the couple.
The wedding brochure launched September 2024, and has become a crucial asset during site tours and marketing efforts. It is used by the resort’s catering, culinary, and sales teams to tell a compelling story about the unique experience Terranea offers to prospective brides and grooms. Printed in limited quantities for its initial run—200 brochures and accompanying folders—the campaign aims to grow over time, with plans for continued printing throughout the year.
The brochure also supports cross-promotion with the resort’s digital presence, mirroring the content on the refreshed terranea.com/weddings webpage. This alignment of physical and digital touchpoints ensures consistency in messaging and enhances user engagement, helping drive awareness with virtual tours and revenue.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The project was executed in-house, with printing outsourced at minimal cost. The total budget for the first print run amounted to $10,000 in hard costs, ensuring a high-quality, visually stunning brochure without exceeding the campaign’s financial resources.
In conclusion, the brochure is a pivotal tool in both increasing bookings and elevating the overall site tour experience, reinforcing Terranea Resort as the premier luxury oceanfront destination for weddings and special events in Southern California.
Entry Title
Terranea Resort Wedding Brochure
Division
Advertising - Print Collateral