Miami’s Beber Will Go Beyond Golf for Doral

With speculative ads promoting the “Zen” experience of a vacation at Doral Golf Resort & Spa, Beber Silverstein & Partners in Miami became the third advertising agency in 18 months to serve the estimated $1 million account.
A Doral official confirmed the appointment last week.
“We’re looking for some new direction and we’re very excited about Beber’s track record,” said Doral director of marketing Kathy Casper. The appointment wraps up a review that began in mid-summer [Adweek, July 28].
Beber Silverstein won the hometown account after a creative shootout with local incumbent Ryder & Schild. Ryder held the Doral business since May 1996, when Tinsley Advertising, also Miami, resigned the account because of a conflict.
Jennifer Beber, president of Beber Silverstein, said the shop’s spec ads focused on showing Doral as a “golf vacation that your family doesn’t have to suffer through.”
“Although golf will remain their core business, they’re looking to position themselves as a true resort, not just a [golf destination] but a terrific place for families or relaxing getaways,” Beber added.
Relationship marketing with previous and prospective Doral guests will likely be an important part of the media mix, which also includes trade and consumer print ads, Beber said. A new campaign will launch in December.
Although the agency does not specialize in hospitality accounts, Beber Silverstein & Partners is no stranger to the category. Helmsley Hotels is on the shop’s roster, and past clients include the Boca Raton Hotel and Club and South Beach Plantation, both local properties. The agency reported billings of $72 million in 1996.
Doral was recently purchased by KSL Recreation Corp., making it a sister property of La Quinta Resort in Palm Springs, Calif. Doral is currently conducting a $15 million renovation. –with Nora FitzGerald