Target Audience: The target audience of The Breakers campaign consisted of affluent families with a household income of $250K+ who are in market for a luxury resort experience. They are frequent leisure travelers who prefer five-star resorts and enjoy beach vacations, food + wine, health + fitness, sailing/yachting, golf, spa getaways and luxury shopping. While The Breakers is a spectacular year-round destination, the geographic locations of the resort’s most receptive audiences are seasonal, with December through April advertising targeting guests in the Northeast (New York, New Jersey, Massachusetts and top performing zip codes); and May through November advertising targeting the local Florida market (Palm Beach, Boca Raton and Miami).
Goal: The goal of this campaign was to engage and entice our target audiences with curated content based on their behaviors. This creative set contained family-focused content. We set out to showcase the resort as a luxurious oceanfront destination that was refreshing and authentic, while eschewing previous imagery and terminology that painted the resort as formal and traditional. We wanted guests to view the resort as the embodiment of the Palm Beach lifestyle, with a casual sophistication that is captivating yet approachable.
