What’s New Along the Boulevard? An Updated Brand for Miramar Beach’s Premier, Mixed-Use Destination, for Starters.

Brand Building|Digital Marketing|infinitee|Mixed-Use|Retail Marketing|

 

Grand Boulevard, a $500 million, mixed-use lifestyle center in Miramar Beach, Florida, is perfectly nestled in the heart of South Walton –  just minutes from Sandestin’s exclusive resorts and the Gulf Coast’s world-famous 30A beach communities.

As a long-time client of infinitee (19 years to be exact), we’ve had a front-row seat as Grand Boulevard has literally exploded in the market. We have also had the pleasure of helping to craft a reputation for the Center as the region’s premier, upscale, open-air destination for shopping, dining and entertainment. 

(You can read more about Grand Boulevard’s Renaissance in the shopping center industry in this article from Shopping Center Business.)

Having set new benchmarks at every turn, and now with an impressive roster of world- and locally-famous chefs including Chef Emeril Lagasse, renowned and first-to-market national retail brands, and a robust Coastal Culture Arts & Entertainment initiative featuring the acclaimed South Walton Beaches Wine & Food Festival, 30A Songwriters’ Festival and more than 200 events annually, Grand Boulevard was ready to take its brand image to the next level in 2019.

Challenge accepted!

The new brand aesthetic for Grand Boulevard needed to reflect the beautiful coastal setting while maintaining an approachable look and feel, and also appealing to the upscale and affluent demographics of the South Walton area.

Our “elevated coastal” theme was brought to life and woven throughout each of our brand elements – starting with a new website featuring enhanced UI/UX, interactive directory & map, and a host of other features that provide users with an online glimpse at how distinctive Grand Boulevard truly is.

Once the brand identity was established, our team went to work sourcing professional talent and planning a first-of-its-kind photo shoot for Grand Boulevard. One day on-set generated three years worth of assets for the website, advertising materials, marketing and leasing collateral and a full library of other digital and social media needs.  

Playing up the experiential and lifestyle components of the Center, “A Grand Experience” became our campaign headline because it aptly and succinctly told audiences what to expect from their visit(s) to Grand Boulevard. Iterations of “Experience Shopping Along the Boulevard,” “Experience Dining… “, etc. were incorporated into the campaign to further drive home the breadth of experiences guests are able to enjoy. This also helped us diversify our digital campaign strategy by diversifying creative for local versus out-of-market audience reach and retargeting efforts. 

The enhanced experience provided to Grand Boulevard’s audience via the website and brought to life through the campaign theme was also carried over into interactive eblast templates for use with consumer email marketing efforts. 

Officially launching with the website this past October, the revitalized brand has been extremely well-received to date and will continue to be unveiled as we move into the new year and the collateral begins to appear in-market.

The 2019 rebranding efforts have set the stage for exciting new developments “Along the Boulevard” in 2020 and, while we can’t share those details just yet, you can bet that we’ll share them as soon we can! 

 

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