Carmel Valley Ranch
Reimagining a Family Favorite
THE ASK
The iconic Carmel Valley Ranch brand, relaunched in 2012, is synonymous with family travel. In 2019, the property sought to build on that existing goodwill by introducing reimagined experiences, enhancements, and offerings for a broader audience—not just families, but those celebrating weddings, hosting meetings, gathering for milestones and reunions, or simply seeking romance. However, various changes to in-house marketing staff over the years had resulted in a diluted brand voice and image.
Carmel Valley Ranch
THE Work
Brown Marketing was brought on to help rediscover The Ranch’s original voice while launching the expanded offerings. The project began with an audit of all materials, campaigns, and sales and marketing assets. Resort-wide photos and videos were shot to capture the brand story in a playful, emotive way. Finally, the refined positioning was integrated into all touchpoints, including the website, social media, digital advertising collateral, sales presentations and brochures, and more.
THE RESULT
Today, audiences of all sorts flock to The Ranch to play, and we continue to work with the property on everyday marketing needs.
