Located in the heart of the Pocono Mountains on 5,500 acres, Skytop is the region’s premier family resort and conference center. The resort has a lot to offer with its historic 124-room lodge, new cottages and lakeside inn along with activities you just can’t find at most resorts, like shooting, fishing, hiking and an activity center featuring a treetop challenge course, skiing and stables. In support of repositioning the resort as part of its multi-million dollar renovation, Commit Agency engaged the leadership team in its brand session to define Skytop’s brand lover personas, unique points of difference and the benefit to the guest. Brand pillars were also defined along with a positioning statement that has been used to guide all visual and verbal representations of the brand that are then presented across every customer touchpoint for both group and leisure guests, from the website to advertising. Most importantly, meaningful guest experiences were developed so that resort staff could deliver on the brand promise consistently throughout the guest’s stay.
We repositioned Skytop Lodge to highlight its most important competitive advantages while respecting the history and legacy of the property. “It’s in our nature” is the tagline that has become the catalyst to drive exceptional service and experiences that can only be had at Skytop.
Every guest touchpoint has been redesigned to reflect Skytop’s new positioning and newly refined logo including the website, arrival materials, signage, in-room amenities, collateral and all marketing communications. With Commit’s support, the guest’s experience was elevated through improved presentation and clarity on all that Skytop has to offer throughout its 5,500 acres.
From check-in to check-out, thoughtfully orchestrated “moments between moments” were designed that continue to generate conversations both on-property and across social media channels that amplify the property’s presence and influence. All media has been strategically placed so the property reaches the right audience at the right time, with the right message, when they are shopping for their next group meeting or vacation destination. This has led to increased leisure and group bookings from both past and new guests, resulting in a revenue increase of 38 percent year over year.