Silverwater Resort
The Silverwater Resort brand communicates to both leisure and business conference accommodation markets.
Charles Elena Design has developed the brand identity in consultation with Management Group Australia (MGA). Charles Elena has successfully translated the Silverwater brand across multiple media such as brochures, advertisements, e-flyers, website and promotional material.
The Objective
The objective set for Silverwater Business Development Managers was to communicate current rates and specials that would engage the market while increasing the brand awareness. Charles Elena Design created a conceptual campaign with creative “call to actions” revolving around the famous Phillip Island penguins. Although the resort is situated in San Remo (a short drive from the island), associating the Phillip Island penguins with the brand allowed the resort to be positioned within Phillip Island.
“Branding Silverwater Resort is a wonderful opportunity to be creative and produce conceptual design in the accommodation market. The response from resort staff, surrounding businesses and people in the Bass Coast region has been overwhelming,” Charles Elena Design principal David Neilson said.
The Silverwater e-flyers have received open rates of more than 50%.
The E-flyers give Silverwater the opportunity to engage the subscriber with conceptual design. In keeping with brand consistency, the penguins form the cornerstone of every e-flyer campaign. The e-flyer template allows for a main image with a headline and a precede. The complementary images are used to reinforce the message. The design works within the constraints of eDM HTML technology.
Charles Elena Design redesigned the Silverwater Resort website in February 2009. The website design resulted in the site receiving 2000 unique hits in the first month. In June, the stats were over 8500 unique hits and continue to grow. The site is progressively being developed and updated. The traffic from the above statistics is steadily increasing and SEO has been undertaken to further increase the ranking and online bookings.
A Silverwater Resort DVD was created by the Charles Elena Design team and used to promote the resort across both the leisure and conference markets. It focuses not only on the resort, but also on the resort partners such as Phillip Island Grand Prix Circuit. The DVD includes 11 animated slides, sound, dynamic links to the relevant page on the website and a fact sheet complement each image. The usability functionality includes turning the sound on/off. Roll-overs were used to reveal information about the resort and play features such as pause, play, forward and back.
From DL flyers to various advertisements, Charles Elena Design has always injected fun into the brand. As the audience includes families, the brand needed to demonstrate a family friendly vibe. Dressing up the penguins gave us the creative flexibility to adapt the advertisement to the target market.
As you can see, this project is a wonderful example of Charles Elena Design implementing several services into one project – website design, corporate branding and graphic design … and lots of creative enthusiasm and energy. Quite simply, we care about our work and are passionate about achieving the best results.
The Result
Silverwater Resort Branding (PDF 4.7MB)
