The Cliffs

Restoring confidence in one of America’s premier club communities

Our challenge, after The Cliffs emerged from bankruptcy, having lost all marketing assets, was to restore confidence in the brand and developer. To regain support of 2,500 owners. To create a vibrant new face for a membership that had 'aged in place'. And most importantly, to generate thousands of leads and tours. Noteworthy is that, The Cliffs unlike all of the competitive set, had no hotel or public golf course - a considerable disadvantage. The results: nothing but impressive, as you will see below.

The value of a unique selling proposition.

When you live at one Cliffs community you are welcomed as a member at all seven. Play a different course every day. Water ski in the morning and dine on a mountaintop at sunset. SEVEN became the singular focus of our brand promise, for no collection of private clubs in America could make this statement. We supported this with the tagline: There’s life and then there’s living.

Seven Times ...

Creatively, the brand was anchored by the AMEX Thriving Index:
Success in personal life | Optimism in personal future | Thriving socially | Financially fulfilled.
This year, the campaign enters its sixth year, and again, sales will again exceed $100 million in property and resale residences.