CASE STUDY VIDEO CONTENT MARKETING

Pioneertown Motel, USA

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Kuma Lodge is owned by three Australian partners and is located in Madarao, in the region of Nagano. Madarao is a quaint, authentic Japanese ski village that retains much of the charm that larger ski resorts in Japan, such as Niseko, often lack.

This is the process we went through with the team at Bonsta to develop a creative approach for Kuma that could extend through their brand, marketing and customer experience.

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 When the team purchased the lodge in 2015 it was in very poor state.

When the team purchased the lodge in 2015 it was in very poor state.


01 ESTABLISH A BRAND PURPOSE

We started the process by asking the team at Kuma some simple questions that would help inform our decisions on brand strategy, and later, marketing and social strategies too.

What are your business goals?

“To build brand awareness and attract new guests to our ski lodge in Japan.”

Who is your target audience?

“Young families and couples who love to ski and share together in the experiences of a different local culture.”

What feature do you want to highlight?

“From the ski lodge you can see the kids area and you are ‘ski in and ski out’ to the beginners lifts. There is an abundance of great restaurants, bars and cafes within an easy walk.”

What is special about your brand and product?

“Our lodge is in the heart of a traditional ski village, but has all the creature comforts of the Western world.”

What other activities and attractions will most likely appeal to your guests?

“Plenty of transport, restaurants and array of Après-ski and family friendly activities.”


02 WRITE A CREATIVE BRIEF

From the brand purpose we were able to write a creative brief which the team at Kuma were able to agree too and approve before any creative work commenced.

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03 DEFINE THE VALUE PROPOSITION

From the creative brief we were able to establish a value proposition that would be used to inform the brand, marketing and customer experience. We didn’t want to lose the beautiful local Japanese culture that the ski village of Mt Madarao offers. What makes the village so special is the old world charm mixed with some of the best skiing conditions you’ll find around the world.

The value proposition became the place that offers you western creature comforts, world class skiing and a local Japanese experience that has to be visited to be believed. 

The next step was to visualise the value proposition. This was done by creating a number of different moodboards which we were presented to the team at Kuma for their input and approval.

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04 BUILD A BRAND IDENTITY

It was now time to establish a brand identity that was unique to the lodge and delivered on the value proposition. 

 The lodge was originally called Andersen Lodge and had an undeveloped brand.

The lodge was originally called Andersen Lodge and had an undeveloped brand.

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 ‘Kuma’ is the Japanese word for ‘bear’, and considering there are local bears in the area and it had a nice traditional but internationally friendly sounding name, it was easy for everyone to agree to the name change.

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When developing the branding we looked at ways of incorporating katakana, a component of the Japanese writing system with a stylised and Japanese inspired illustrative 'Kuma' graphic device.

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The final logo (below)...

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The inspiration for the signage was taken from traditional Japanese rice paper lanterns. In an area with traditional monochromatic aesthetics the Tokyo-neon modern twist appeals to the young Japanese 'shred-heads', and also foreigners looking for the 'beacon' at Madarao.

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05 TAKE THE BRAND ONLINE

Next we looked at...

 Website

Website

The next job was a launch video.

 1. Video brief

1. Video brief

 2. Write script

2. Write script

 3. Moodboard / Storyboard / Shotlist

3. Moodboard / Storyboard / Shotlist

4. Film / Edit / Colour Grade

 Social media ads.

Social media ads.

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06 EXTEND INTO THE CUSTOMER EXPERIENCE

Next we looked at...

 We worked with a local interior design agency to blend traditional elements of Japanese architecture with western comforts.

We worked with a local interior design agency to blend traditional elements of Japanese architecture with western comforts.

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 Merchandise

Merchandise

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The brand extended into poster art around the lodge


RESULTS

• 50% increase in bookings

• 50% increase in bookings

• 50% increase in bookings

• 50% increase in bookings