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Sunseeker Resorts engaged Streetsense to provide branding and marketing services for this significant three-phase initiative in Port Charlotte, FL on Florida’s Gulf Coast just above Ft. Myers. Phases I and II includea 785 room resort including two luxury Sunsuites™ towers. Streetsense was chosen to develop a master brand, over 30 sub-brands and a go-to-market plan for a first-of-its-kind Southwest Florida destination.
Approach/
In the initial stage, consumer insight studies were conducted to further understand the luxury segment and determine core drivers, emotive connections, and price points of luxury travelers to size the market, understand where they are, and how to reach them. This research informed the full brand positioning, naming, and translation.
Family of Brands/
The stand-alone sub-brands included the creation of 20 food and beverage concepts, and its casually elegant 189 signature Sunsuties™ within the 785 room phase I and II experience. Sub-brands also included the pools, spa, meeting spaces, private golf course, shopping and retail concepts. The Charlotte Harbor Resort will put the go-to-market strategy to use during its opening in 2023.
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