The Landing: Campaign and site
The Client
The Landing is a Bed and Breakfast property in Portland, OR run by a small local rental agency that focuses on long-term rentals at their other properties. "The Landing is a house built 120+ years ago and is an important part of Portland history. Near a nature conservatory, off-leash dog park, boat ramp, there is a lot for lovers of the outdoors to do. For those who enjoy the city, driving is always an option, but downtown is a 20 minutes bike ride from downtown or, if that's too much, there's a bus stop on the corner."
The Objective
The rental business is looking to expand one of their properties to include tourism and wants a website highlighting the perks of the area and the features of the property. They now use https://www.thelandingpdx.com for this special property with a local flair.
The User/Potential Customers
Locals interested in events
Tourists looking to stay short-term
People living in the suburbs looking to stay near the city and enjoy the nature park
The Approach
Create awareness to the new features of The Landing: The first New Years party will take place in 2022. The goal of the party is to attract people in the local area to experience the benefits of the local area and the property itself as a potential site to hold events of their own. It is marketed toward older millennials using an edgy retro vibe using media sampling from artists mixing songs popularized by Stranger Things and highlighting a return to "the old days" before covid.
The Launch
The website has links to local events happening all year and showcases special events in the area immediately surrounding the property. Just as interior designers say that they outside color of a house should be the introduction to the colors inside the house, the website is one more layer in this introduction process therefore, the color palette reflects the colors of the house itself.Â
Special Event: 2k23
Consistency is important when creating an event, especially when there are many others coming back on the scene after the relaxing of covid restrictions. Those running the 2K23 event are asking attendees to bring a recent covid test, since it is an intimate setting where many people may be in close proximity and they are concerned about the possibility of the optics of being responsbible for an outbreak. Therefore, they needed positive, accepting and a way to make it easy for folks to comply, which they did by offering test on site.
Logo
Promo Video
The Importance of Psychological Design
For those who are looking for an event that feel like it is official and organized
Buttons not leading to commitment have more show a "secondary button" state and positioning, while being birhgt and on-brand.
Action, nostalgia and excitement! These are all the vibes needed for a retro New Years Party. Brightly colored elements, retro-themed gifs and nostalgic imagery was at the center of this campaign, therefore the digital elements of the website followed suit.
For those who feel like "registering" feels like too much of a commitment
Get one foot in the door and get them to respond with a "maybe".
Getting folks to interact with then event before they commit adds a layer of investment that makes them more likely to see the result of their contribution.
Considerations
Mobile-Friendly Interactive Features
Colors for digital media
Original
The colors chosen for other media didn't have the desired effect out of context. The revised version is brighter, reversing yellow to show most important information, changing the accent color
Considering Messaging
Original
Wanting people to stay late and know they are welcome as long as they like--including spending the night! This means that instead of making it "end" make it "go" letting people know they can come anytime.
