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.
By weaving transparency into Black Desert Resort’s pre-opening story, TJA transformed potential challenges into opportunities for connection. Our strategy delivered more than just elegant collateral—it built a narrative of luxury-in-progress that piqued curiosity and drove engagement.
Through targeted messaging, striking creative assets, and multi-channel marketing, the Preview campaign laid the groundwork for a seamless launch. Meta campaigns drove a 313% month-over-month increase in click-through rates and a 73% reduction in cost-per-click, while search ads achieved a 34% CTR with over 4,000 clicks. Visually compelling digital out-of-home ads garnered 500,000 impressions in key markets, creating excitement and positioning the resort as Southern Utah’s next premier destination.
