Brand Positioning
Branding
Surrounded by the majestic peaks of the Rocky Mountains, Cheyenne Mountain Resort is the ideal setting for soaking up some of that quintessential Colorado that permeates every inch of the property’s 215 acres. The property tapped Commit Agency to reinforce its positioning to travelers from critical feeder markets and create unique guest experiences worth sharing.
In an effort to guide the resort’s guests and visitors to unique experiences scattered across the property, Commit Agency designed a series of physical experiences that instinctually guide each guest throughout their stay, starting with a trail system that beckons the adventurer to explore the possibilities and mimic off-the-grid expeditions found nearby. We repositioned Cheyenne Mountain Resort to showcase its unique location, where adventure is standard operating procedure. Elevations, the resort’s main restaurant, was given a new identity and essence that reflects an appreciation for its bountiful surroundings. Natural fitness areas created throughout the property allow guests to work out in the native habitat on their own or through interesting group activities with natural obstacles that blend in with the environment. Inside the main lodge, adventurers experience more of Colorado’s distinct personality through locally-inspired spa treatments and mouth-watering dishes unique to The Centennial State.
Commit developed a multi-pronged campaign consisting of paid search, organic SEO and social media. Resort guests, visitors and locals began snapping their #QuintessentialColorado outdoor adventures in and around the picturesque destination, and the utilization of user-generated content across social channels captured the essence of the property and the jaw-dropping surroundings.
As a result of Commit Agency’s brand evolution for Cheyenne Mountain Resort, the property achieved a 20 percent increase in its average daily rate within a year. Further, Commit’s approach to experience design was instrumental in helping the resort achieve a 30 percent increase in average daily rate year-over-year.
