Brasada Ranch had set out to overcome its geographic distance to Bend, drive more resort traffic, particularly in the critical summer months, and spark real estate sales to help it emerge from the recession that hit Central Oregon’s destination resorts particularly hard. DVA saddled up with Brasada to help tell its unique story. We developed a brand that differentiated it from its many Central Oregon competitors be reinforcing the idea that Brasada was “Unlike Every Resort You’ve Come to Expect,” and forged a better connection with Brasada’s target audience. We formulated a strategic marketing communications plan that prioritized key markets such as Portland, and developed a creative direction that drove home the repurposed brand, stimulated new trial, and reinforced repeat visitation. Brasada has flourished since, and has been named the Best Resort in the Pacific Northwest by Conde nast Traveler for three consecutive years.