Tinsley Advertising has won the advertising accounts of The Registry Resort, Edgewater Beach Hotel and the Naples Grande Golf Club in a review.
The Naples, Fla., properties are all owned by Boca Raton Resort & Club, an account the Miami agency has held for six years. The new-business wins push total billings to $5 million.
Neither The Registry's incumbent, Yes-awich, Pepperdine & Brown in Orlando, Fla., which also represented the Naples Grande, nor Wayne Sandlin in Miami, which held the Edgewater account, participated in the review. Competing shops included BVK/McDonald in Miami and Agenzia of Minneapolis.
Pitches for the three properties were delivered jointly.
"We presented in tandem," said Betty McGinnis, Tinsley's senior vice president and account supervisor. "We started with Edgewater, then followed with a second process for The Registry, essentially doing two new-business pitches back-to-back."
The Naples Grande Golf Club, designed by Rees L. Jones, is shared by both resorts.
The marketing challenge, according to McGinnis, was to look at the client's overall operation and develop a unique selling point.
The two resorts needed repositioning because "they're better than what their advertising showed," said agency president Sandy Tinsley. Previous work tended to blend the hotel properties. "They needed their own personalities and im-ages," Tinsley said.
The high-rise Registry is a full-service resort adjacent to a wildlife preserve on the Gulf of Mexico. Ads will target young, hip couples and families. "Your own private Naples" creative executions will accent the differences between the property's amenities and its coexistence with a natural habitat.
The smaller Edgewater Beach Hotel will be advertised as a classic Florida vacation destination, said McGinnis, referring to the facility's art deco style. The city will be promoted as well. The wealthy enclave has escaped much of the overdevelopment of other Florida towns, thanks to an older, wealthier and more politically astute population. In addition, the downtown section of Naples has been revitalized under strict architectural codes with upscale shops, restaurants and art galleries.
Print advertising in Condé Nast Traveler, Travel & Leisure, Travel & Leisure Golf and Gourmet will break in October and run through May 2003. A broadcast component is under discussion.