M/J Goes Far Afield for Lost Pines

DALLAS Woodbine Development Corp. has hired independent ad agency McGarrah/Jessee to develop advertising and other branding elements for the Hyatt Lost Pines Resort opening June 1 near Austin, Texas, the shop said.

The first round of print advertising broke this month in major magazines such as Conde Nast Traveler, Travel & Leisure and Texas Monthly, the agency said.

The Austin-based shop will brand and market not only the new resort and spa, but the Lost Pines region around Bastrop, Texas, as well. The work includes environmental and graphic design, sales and marketing materials, media planning and buying, public and community relations, and Web-site development, the agency said.

The value of the work was not disclosed.

Woodbine Development has built and operated several resorts, including the Hyatt Hill Country outside of San Antonio and the Westin Kierland Resort & Spa in Phoenix.

The Hyatt Lost Pines sits on 405 acres outside of Bastrop, 13 miles from the Austin-Bergstrom International Airport. Its name refers to its location in the Lost Pines region of Bastrop County, a 13-mile strip of pine trees, separated more than 80 miles from the better known pine forests of East Texas.

Chaos Design, an in-house unit at M/J, is developing nearly a dozen logos for the Hyatt as well as a new Web site for the region, www.visitlostpines.com. The agency also conceived the Cardinal Point Interpretive Center.

“We needed a partner to help us think through every aspect of the resort experience,” said Camilla Hardee, vice president of marketing at Woodbine Development.