When the venerable camping brand KOA (Kampgrounds of America) decided to create a new glamping division with a flagship property called Terramor Outdoor Resort/Bar Harbor, they turned to Fuseideas. They knew of our deep experience in tourism and destination marketing. But they had to act quickly, and so did we because the popularity of glamping was growing every day. Fuseideas would need to launch an entirely new brand and achieve target occupancy goals in Year One. We packed our gear and headed to the woods.
Starting with research provided by the company, we also sourced significant data on glamping, visitor origins to Bar Harbor and Maine, and media research to develop insights that guided our marketing plan and communications strategy. Key among these was understanding there are people who love the outdoors but want the experience without really “roughing it.” In fact, they desired just the opposite.
Our solution focused on the heart of the Terramor experience. Outdoor adventure, refined. An experience that allows one to connect with nature while enjoying the luxurious amenities of a fine hotel. Our distinctive creative visualizes the sophistication of the resort brand, while the copy entices and invites. Through targeted digital advertising, SEM, social media and selected print placements, we reached people ready for an extraordinary stay, under the stars, in a new kind of resort.
Reservations are rising! Although the COVID-19 pandemic caused a delay in the opening of the resort, interest in Terramor has remained high and target levels were achieved for the opening: approximately 90% of their tents will be occupied in the first month. Brand messaging has been well received and inquiries for group bookings have exceeded expectation.