The East Cape of Southern Baja has been a best-kept secret: close to the bustling Cabo corridor, it’s a world away on the calm Sea of Cortéz. Resonance was engaged to envision and create strategy and place branding and marketing for Costa Palmas, a thousand-acre property.
Resonance was engaged at the very beginning of this project to create a Development Storyline and Brand Strategy for the property, which includes a Four Seasons resort, private residences and villas, as well as a golf course, marina, working organic farm and village. Resonance named the property and created positioning around Sea of Dreams, Spirited Adventure and Elemental Luxury. Work included…
Resonance drew on its Future of Luxury Travel report to better understand marketplace demographics and consumer appetite for the area and the brand.
Resonance concepted, articulated and crafted key messages, brand personality and essence of the development, and used these findings to name the property. Costa Palmas references historic appellations of the region, and allows us to take ownership of the coast leading to and from the resort.
As the creators of the brand and its market positioning, Resonance also developed the blueprint for its treatment in-market internally and externally, ensuring strict adherence to the brand vision, positioning and distinction.
Due to the successful launch of the product, Resonance continues to support the property’s day-to-day marketing with multidisciplinary content ranging from films to floor plans, photo shoots to brochures.