Sarasota Bay Club is a luxury retirement community with a beautiful location overlooking Sarasota Bay. For many years, their marketing has focused on this scenic location through the use of aerial photography that implies the breathtaking views enjoyed by the residents. In creating a new campaign theme for Sarasota Bay Club, we wanted to emphasize another valuable selling proposition of the community, namely its proximity to Sarasota’s rich arts offerings. Van Wezel Performing Arts Hall, Asolo Theater, Florida Studio Theater, Ringling Museum, and the many downtown art galleries are close by, and the typical Bay Club resident is certainly a lover of arts and culture.
So, two themes were developed to catch the reader’s eye and suggest how intimately life at Sarasota Bay Club is entwined with the best of Sarasota’s arts and culture district: “If you are looking for an inspired lifestyle… we are playing your tune,” and “When you retire to the heart of downtown Sarasota, one thing is guaranteed… great neighbors.” Visually the campaign associates fine artists with the Sarasota Bay Club brand, and finishes with the call to action: “Come for a visit and be inspired.”