Cole Henderson Drake to Upgrade Getaway
ATLANTA--Lake Lanier Islands Resort has awarded Cole Henderson Drake its advertising account, as it seeks to reposition the facility from a family day trip to an extended-stay, premier destination.
"We want to take them from where they are right now, which is more of, say, a water park, and make it more of a four-star resort," said the Atlanta shop's new creative director, Chris Jacobs, who recently arrived from The Martin Agency in Richmond, Va. The account review was his debut pitch.
Client and agency said billings will exceed $2 million over the next year. Competitive Media Reporting cites 1998 spending at $700,000.
The resort's parent, KSL Recreational Corp. of Laquinta, Calif., has spent more than $16 million upgrading the property and "we plan to increase our advertising spending to pursue our long-term vision," said Ian Hoffman, marketing director for Lake Lanier Islands Resort. "[Cole Henderson Drake] impressed us with their strategic thought process, and [Jacob] understood our vision and how to build our brand while continuing to emphasize the retail portion of our business."
According to Hoffman, only Atlanta agencies were considered by the Lake Lanier Islands, Ga, client. Incumbent Fountainhead Pringle Dixon Pringle defended the business in an early round, but was not one of four undisclosed finalists, he said.
Cole Henderson Drake is "already behind the eight ball," Jacobs said, working on promotions for the resort's Magical Night of Lights holiday gala and the New Year's Millennial Eve celebration.