Molasses Reef, A Ritz-Carlton Reserve

Overview

West Caicos is an uninhabited island located at the western edge of the Turks and Caicos archipelago in the Caribbean Sea. Since 2004, a property development has been in the works including a first-of-its kind boutique Ritz-Carlton Hotel, residences serviced by and managed by The Ritz-Carlton and unbranded cottages, townhomes and estate homes. Despite this construction, no more than 10% of the island will ever be developed.

Challenge

The development and sales teams for the project came to us with three main challenges to create awareness of the development, create interest in its offerings, and ultimately, to help sell property.

Molasses Reef, A Ritz-Carlton Reserve

1 / Prospect's first look of island and potential property only available in sales materials

2 / A Ritz-Carlton Reserve was being introduced and had no definition or brand presence

3 / Balance of nature and luxury had to be communicated within design and aesthetic

4 / Uninhabited Caribbean island needed to become a luxurious destination for home-ownership

5 / Two separate property identities were needed with one umbrella brand essence

Molasses Reef, A Ritz-Carlton Reserve

Solution

We approached this project with a threefold strategy:

1 / Create an overall branding system for the entire destination that contained distinct but connected 'sub-brands' for The Ritz-Carlton properties and non-RC properties

2 / Use design and aesthetics to visually and tangibly emphasize the authentic aspect of the island balanced with the luxurious home-ownership experience

3 / Develop a customized sales process and timeline to designate when projects should be launched and distributed to best reach our audience