The Boar's Head
Client
The Boar's Head is a historic inn and top-rated tennis resort with a
AAA Four Diamond Award-winning restaurant, located in the scenic
Piedmont region in Charlottesville, Virginia.
Challenge
The Boar's Head had built a reputation as a premier Charlottesville resort,
attracting tourists and leisure travelers seeking great service, food,
and recreational amenities. Yet the inn became a victim of its own
success as a quaint, historic retreat, limiting its ability to attract a larger
market for meetings and events. The opening of The Boar's Head's $10
million, state-of-the-art meeting pavilion presented a golden
opportunity to re-brand and position the inn as an ideal venue for
large business and social events.
Enter Reingold
Reingold began with extensive research, interviewing key target
audiences (including individual vacationers, meeting and conference planners, and
people in search of wedding venues), evaluating the messaging and
positioning of 13 of The Boar's Head's primary competitors, and
assessing a selection of the inn's print and online materials. Based on
our findings, we created a fresh, sophisticated brand that conveys
quality and elegance, and infused a host of new collateral materials
with this modern look and feel. Every piece was tailored to its target
audience, from wedding brochures to group sales portfolios. Now The
Boar's Head marketing team has a polished and comprehensive family of
materials on its wide array of amenities, including a golf course,
sports club, and full-service spa.
Results
As
a result of an open house event for the new pavilion featuring our
collateral materials, The Boar's Head was able to secure $48,000 new
business meeting contracts and had over $100,000 in contracts pending.