Publicis Hawkeye: Bringing Luxury to the Lake House

To compete with the proliferation of new boutique competitors in market, Publicis Hawkeye worked to improve the overall look and feel of LASR’s branded communications by highlighting the enriching experience through stunning print, direct mail and digital efforts.

Reflecting LASR’s unique luxury meets lake house positioning online meant creating a unique experiential site. One that incorporated the perfect blend of sophisticated design, the latest in experiential Web technology, functional ease in making reservations, and large panoramic photography that gave the user an immersive virtual spa experience. This also included the creation of an extensive video and photography asset library that could be used both for the website and all social media activity.

Following the launch of the new LASR experience, site visitation time increased by 38%. Time spent on individual pages within the site also improved, some by as much as 29%, and reservation calls increased by 14% from site visits alone.

Publicis Hawkeye also launched the asterisk campaign. This print campaign used the stunning photography as the main focal point and text was limited to an asterisked footer. The intention was to engage the reader through the aesthetics of the photos to prove that words would only get in the way of the message. The compelling campaign featured the grounds of the spa, allowing the readers to place themselves in the midst of the scene. Through this refreshing approach, we accentuated the serenity and comfort of the intimate experiences readers can receive at LASR.

Publicis Hawkeye successfully proved that when you bring a relaxing and rejuvenating spa experience to life online and in print, you can make the world want to experience it in person.

Publicis Hawkeye is an integrated advertising and digital agency based in Dallas and part of the Publicis Worldwide global network. The agency additionally provides specialist capabilities in analytics, CRM and experiential marketing to the Publicis North America region. Publicis Worldwide is the largest global agency network within holding company, Publicis Groupe S.A. Publicis Hawkeye clients include: American Airlines Cargo, Anheuser-Busch, BASF, Bridgestone Americas, Cargill, CiCi’s Pizza, Continental Mills, Delta Dental Plans Association, Gortex, Men’s Health, Nestlé, The North Face, Terminix and TruGreen, among others.