01. Integrated Campaign Launch for Destination Resort Experience
Client:
Sunriver Resort
Industry:
Hospitality, Travel & Tourism
Deliverables:
Photography + video + creative direction
Timeline:
Multi-year agency collaboration
STRATEGY
Sunriver Resort was preparing to launch a major new guest experience: the Cove Aquatic Center.
This was a flagship investment designed to elevate the resort’s family offering and drive increased bookings year-round. The challenge was to build awareness, generate excitement, and position the new space as a must-visit destination within the competitive travel market.
Working closely with the internal marketing team, the objective was to develop and execute a cohesive campaign that would carry from pre-launch through opening and beyond, across digital, print, social, PR, and on-site experiences.
CREATIVE PLAN
For a destination like Sunriver Resort, the decision to book is driven by imagination.
Potential guests need to see themselves there; not just the facility, but the experience. That meant the campaign couldn’t rely on static architectural imagery alone. It needed to bring the space to life through energy, movement, and human interaction.
By combining strong visual storytelling with a coordinated, multi-channel rollout, the campaign would build anticipation before launch and sustain engagement well beyond opening day.
PRODUCTION
The work spanned brand development, campaign strategy, and full-scale content production, with a focus on delivering a cohesive and adaptable set of marketing assets.
Brand & Campaign Development
A distinct identity was created for the Cove Aquatic Center, including brand direction, logo design, and promotional materials. This established a clear, recognizable foundation for all campaign touchpoints.
Content Production & Creative Direction
In the lead-up to launch, I created photography and short-form social video to build momentum and generate early interest. During primary production, I led creative direction, talent coordination, and shot planning, working alongside a photographer and videographer to capture both the facility and lifestyle experience. This resulted in a 60-second promotional video and a comprehensive library of high-quality imagery designed for use across multiple platforms.
Multi-Channel Campaign Execution
The visual assets were deployed across a 9-month campaign, including digital advertising, print, editorial placements, organic and paid social media, PR efforts, and live events, culminating in a media launch and opening-day experience.
The campaign was designed not just for launch impact, but for longevity, ensuring assets could be reused and adapted over time.
ACTIVATION
The final body of work provided Sunriver Resort with a cohesive and highly versatile set of brand and marketing assets.
Photography and video content were used extensively across the resort’s website, social channels, and paid campaigns, both during the launch period and in the years that followed. The campaign successfully positioned the Cove Aquatic Center as a central feature of the resort experience.
This project also marked a pivotal point in my evolution toward commercial photography, shifting from broader creative direction into a more focused role in visual storytelling and production.
PLANNING SOMETHING SIMILAR?
If you’re launching something new and need visuals that build anticipation, tell a compelling story, and perform across every channel, let’s talk.