IMW was selected by The Balboa Bay Club & Resort (BBC&R) to plan and implement their marketing communications program after the agency completed a series of research projects that helped to develop new strategies to increase room occupancy and food & beverage sales.

The planning process began with IMW’s proprietary Bayside Brainstorm and Brand Discovery process. From there the plan for an integrated MarCom program was developed that addressed the false belief that BBC&R is a “private” resort that the public could not enjoy. Through a combination of advertising, PR and direct mail efforts the campaign has received renewed interest from the media, convention planners and targeted consumers.