Stay, Play, Preview

When Black Desert Resort prepared to debut its luxury soon-to-be hotspot in St. George, Utah, it faced a unique challenge—opening amidst ongoing construction while hosting a prestigious PGA event. To balance transparency with high-end expectations, TJA was engaged to launch a “Preview” campaign that set the tone for a first-class experience.

We crafted what would essentially serve as a “brand within the brand,” embracing the resort’s phased opening with refined messaging and over 100 thoughtfully designed guest touchpoints. From personalized key cards to in-room luxuries like branded chocolates and custom black lava salt at the Basalt Steakhouse, every detail underscored the resort’s commitment to luxury, even as the finishing touches were being completed.

To drive awareness and interest, we launched 24 media campaigns that captured the attention of leisure travelers, event planners and potential recruits. Elegant digital ads and promotional materials reached key markets, while recruitment efforts attracted over 400 qualified candidates to join the resort’s team. With a focus on consistency, we maintained the Preview message across all channels, ensuring guests felt welcomed and informed at every turn. As a result, the Preview campaign set a strong foundation for Black Desert Resort’s opening and established an inviting and authentic narrative that resonated with guests and staff alike.