Perched on a green hill facing the sea, Arnaoon Village is a destination for outdoor activities, great food and memorable weddings. That year, the lower-than-usual wedding reservations triggered a debate about their perceived brand image. We dug out into market research and found out that our price sensitive target audience perceived the brand as expensive and premium, and were not aware of Arnaoon’s edge: an all-inclusive solution for weddings with catering, planners, sound-system rentals, furniture rentals and other in-house services. Our challenge was to highlight That Arnaoon Village is ideal for couples who don’t want to look for multiple suppliers.
Our main task was to highlight Arnaoon’s main edge, all while showing the beauty of the location in a relevant, emotional way. Our marketing objectives were to create brand awareness, re-position them as a top-notch modern Lebanese village venue, and increase reservations for 2020.
We planned a shoot for four TV commercials, a full social media content shoot including photos and videos highlighting their services, and a high-end still photography shoot that reflects their quality standards. The campaign shows a beautiful Lebanese family gathered with friends for the special day, highlighting all the typical scenarios and dynamics that come into play on such an occasion. The cast was selected to look modern and stylish, yet still relatable to every Lebanese family. We played on the funny and the witty as well as the sentimental and the sweet.
The campaign ran on all social media and digital platforms through a fully integrated media plan that also includes offline, such as OOH, BTL (presentations and sales kits) as well as on-ground activations.
A multi-faceted full-fledged campaign that brought out the best in the client’s offering and the Lebanese wedding traditions. The campaign reached new heights of engagement on social media, brought in serious leads, and in short, left the audience with timeless content that made everyone feel closer to the brand!