In 1967, real estate developer Donald Soffer dreamed of turning 750-acres of North Miami Beach sand, mangrove trees and swamps into an upscale, planned residential area and sketched out his vision onto a cocktail napkin. Fast-forward 45 years, the vibrant city of Aventura, Spanish for “adventure,” is the embodiment of Soffer’s sketch with golf courses, lakes and scenic exercise trails built within an exclusive neighborhood complete with shopping centers, residences and office buildings. Two of the area’s anchors are Soffer’s own Aventura Mall, which ranks among the top-ten producing centers in the world, and Turnberry Isle Miami. Turnberry Isle’s 408 guest rooms and suites provide the ultimate in luxury and comfort.
After a series of relationships with various hotel management companies, it became clear that no company could truly realize the vision for the property better than Turnberry Associates themselves. Immediately, upon taking the reins of the hotel once again, it was clear to the hotel’s ownership that they needed to reestablish Turnberry Isle Miami as one of the area’s best luxury experiential destinations. The Agency’s goal was to develop a new, holistic brand, which could live into the now, without abandoning the legacy and storied history of the property.
Using sophisticated black and white photography, shot on location, the Agency created a campaign that paid homage to the history of the hotel, without abandoning the needs of the modern hotel guest. Sexy and sophisticated, the campaign made the promise that Turnberry Isle was truly a unique destination and that the experience was, in fact, different than the competition. Now entering its third year, “It’s Different Here” became the mantra for the brand, and the rallying cry for the staff. Combined with its latest affiliation within The Autograph Collection, Turnberry Isle Miami is seeing extraordinary results from its marketing efforts.