Time is literally the essence of the new advertising campaign that MDG developed for The Breakers Palm Beach. Through the creative use of the phrase “it’s about time,” our summer ad campaign positions the resort as the ultimate place for families and couples to both spend their time and make the most of their time together. The campaign and the media are targeted to the local market based on the seasonality and popularity of the “staycation” concept of spending less time traveling and more time enjoying. To exhibit and enhance that message, the campaign conveys both the literal and figurative warmth of summer at the resort through images of guests enjoying time together in a sunny oceanfront setting.
In addition to evocative images and headlines, the campaign also prominently features the hotel’s Endless Summer Savings promotion. The offer allows guests to enjoy a variety of complimentary benefits and savings throughout their stay. These privileges include unlimited tennis and fitness classes, reduced golf fees, a complimentary breakfast buffet, kids meals and day camp, free WiFi and local calls, and exciting activities every day and night.
The campaign’s online component is www.SummeratTheBreakers.com. It features complete details about the hotel’s Endless Summer Savings promotion and is conveniently located in a dedicated section of The Breakers’ website, which allows visitors to quickly and easily access more general information about the world-class hotel.
MDG Advertising handles advertising, collateral design, and integrated marketing for The Breakers Palm Beach, its collection of restaurants, boutiques and shops, spa, Ocean Club, Breakers West, Top of the Point Restaurant, and the Phillips Point Club.
With offices in Boca Raton and New York, NY, MDG is a full-service advertising agency and one of Florida’s top creative ad agencies. MDG specializes in developing integrated marketing solutions, exceptional creative executions, and solid branding and media-buying strategies that give clients a competitive advantage. Our core capabilities include print advertising, branding, logo design, creative, digital marketing, creative media planning and buying, radio and TV advertising, Web design and development, email marketing, social media marketing, and SEO. For a look at The Breakers’ winter ad campaign, see “MDG Advertising Develops New Winter Advertising Campaign for The Breakers Palm Beach.”
Written by Michael Del Gigante