Crafting a Solid Brand Message That Flexes with the Weather
Duluth-based Odyssey Resorts is a collection of nine vacation destinations throughout Northern Minnesota. More than a place to get away, Odyssey villas, cottages, suites, hotels and cabins offer unique experiences — on-site restaurants, sauna events, spa services, ski rentals, guided hikes, photography workshops and more — for every type of traveler.
Russell Herder used its diverse skillsets to set Odyssey apart by showcasing Odyssey’s unique approach to vacations. The team developed the new primary brand tagline, Escape for the Moment, to emphasize that Odyssey’s resorts are not just hotels — they are special places to share moments and make memories. To accomplish this, RH established the tagline as a foundational message and suggested quarterly adaptation to showcase the special nature of each season.
The rebrand and seasonal campaign kicked off in Fall 2024, when RH began promoting the winter season with the adjusted taglines “Escape for the Powder” and “Escape for the Zen.” The duality of these two lines showcases the adventure and relaxation of winter, appealing to both cold-loving thrill seekers and those who prefer to cozy up to a fireplace. RH updated Odyssey’s homepage with seasonal photography and a fun social promotion to summon the Norse snow god, Ullr.
RH developed a digital ad campaign to drive visitors to book stays during the winter season. Meta ads resulted in 26 bookings on their website and three times their average CTR (click-through rate).
The initial success of this rebrand and seasonal strategy shows the power of consistent yet variable messaging for a regional company. By continuing to build upon a primary tagline and campaign, RH shows that diversifying a strong message is a valuable strategy to build brand recognition for Odyssey Resorts.
This versatility is particularly effective for Odyssey Resorts because of the variable weather of its resort locations and the hospitality industry at large.
Companies in any industry can benefit from this strategy. By first proving the effectiveness of a strong message, a brand can leverage the initial awareness into greater success with similar content. In turn, brands can increase recognition with reduced market costs, ultimately improving the overall customer experience.
