Background: Circa 1886, Jekyll Island, GA was a millionaire's getaway. Historically, it was a private, exclusive membership club of only 100 very rich people including the Pulitzers, Rockefellers, etc. But today, anyone can go for $6.
Problem: It's not a well-known vacation destination, and it has no personality in how it comes off in its branding currently - it's as if Jekyll Island doesn't know what's special about itself.
Target: The current visitor base is mostly families from Georgia, but we'd like to attract people nationwide who truly want to get away and would embrace a finer experience. They collect moments, not things.
Strategy: A luxurious yet attainable experience.
Creative Concept: Jekyll Island is a place where you can vacation like an old-time millionaire. Sort of.
Tag: Vacation "like" a mogul.
Logo Redesign: We wanted the new logo (and ads) to have a rich look and feel reminiscent of the time when millionaires actually did vacation there.