Sadagat Beach Camp is a campsite located in Kawit, Medellin, Cebu. A place for both experienced and beginner campers and offer overnight camping, glamping tent, car and motor camping to fit every type of camper needs.
Photo courtesy of Sadagat's official social media channels.
ABOUT THE PROJECT
Although Sadagat advertises a peaceful camping environment and even has rules against loud noises, this is not effectively reflected in their current branding which occasionally attracts the wrong target market (i.e. big loud barkadas).
THE IDEA
There is a need to repackage / rebrand the campsite to effectively sort out and target the (above average-income campers) market looking for the tranquil and serene beach camping experience.
WHAT I DID
Brand Identity
Brand Strategy
Campaign Insight
Marketing Strategies
Copywriting
The current typographic logo is a bit too casual and child-like for the beachcamp. The client wanted to incorporate sunrays and waves in the logo.
The revamped logo made the sun and waves into an icon with a more elegant typeface placing emphasis on the 'A's visualizing tents which is what Sadagat is about.
The main market for Sadagat are Soft Adventure Tourists. This market gains excitement from the ability to overcome perceived risks and focus on the experience of being. Page insights of the camp reveal that they have more female followers who are eager to look and spread information on new campsites and gear for the family.
I've further classified them into 3 categories: the family campers, burnt-out millennials wanting a break, and four-wheel-drive camping enthusiasts.
Disconnecting from everything else, and reconnecting with what really matters.
Campers want to be more present----64.5% of campers may leave their phones on 'do not disturb' or silent mode when camping to fully enjoy a day off hence the name, the mute generation.
Target marketing through social media ads drive engagement for the beach camp.
Other marketing strategies for the campsite would be the 'I'm Away' photo contest to promote brand loyalty and higher return rate as well as informative posts about camping to position itself, not just as a serene campsite, but also as the place to go for camping advice and know-how.
The rebrand and ad campaign is part of coursework however Sadagat Beach Camp is a previous client and existing campsite in Medellin, Cebu.
