Let's Build Something
Within Death Valley National Park sits a resort with two hotels and an 18-hole golf course. After decades of baking in the desert sun in a place with the hottest recorded temperatures on earth, ownership decided to invest in the aging property. A completely reimagined resort was re-built in phases from 2018 to 2022 with an investment of over $250 million.
With a transformation so big, we renamed the destination resort from Furnace Creek Resort to The Oasis at Death Valley. After all, with more than 2 million gallons of water bubbling up from the ground on a daily basis, the property is a literal oasis. We leaned into the natural phenomenon and embraced its uniqueness. A new logo was created.
We worked with R&R Partners (famous for “What Happens in Vegas Stays in Vegas”) to craft a new brand identity for the resort. A campaign was created with a new tagline – In the Middle of Nowhere You’d Rather Be. Death Valley National Park is in a remote part of eastern California hugging the Nevada border (just 2 hours drive from Las Vegas). We embraced the remote location with the tagline and gave it a twist. A robust media plan allowed us to push messaging out through a multi-layered plan that included digital advertising as well as traditional print channels. Media included the range of Google channels (search, display, Performance Max, YouTube), Meta channels (Facebook, Instagram), and programmatic channels (The Trade Desk), endemic channels (Sojern), and more.
