Cinnamon Shore

Overview

Entrepreneur and developer Jeff Lamkin had a grand vision to create a Gulf Coast vacation community on Mustang Island, near Port Aransas, Texas. And while the area was well-known among locals in Corpus Christi as a great weekend destination, it had not been established as a world-class beach community beyond Texas.

Insight

It is possible for a hospitality brand to flip a potential negative connotation into a positive asset.

Approach

Ramey’s first task was to create a brand that would appeal to an audience whom research showed typically vacationed among the sugar-white sands of the Florida panhandle. The challenge was to flip what might have been perceived as a liability – the area’s brownish sand – into an asset. Thus, the spice-inspired name, Cinnamon Shore, was born.

After establishing the new brand and brand architecture, Ramey worked with the client to build all of the communication components for the master brand and sub-brands.

Outcomes

Cinnamon Shore was a big hit with guests and owners – and has continued to thrive despite the great recession, and more recently, Hurricane Harvey.

In 2018, owners announced a $1.3 billion, 300-acre expansion of Cinnamon Shore – a testament to the lasting power of a great brand.

“The Ramey Agency, led by Chris Ray, named and defined the Cinnamon Shore brand, which has remained largely unchanged for many years. They helped differentiate our community via messaging, imagery, and an elevated positioning as the premier Coastal Beach Town. Cinnamon Shore evokes a feeling of comfort, class, and family. Texas had previously not been known as a world-class beach destination, so defining a place with a worthy brand and reason to exist was no small task. Cinnamon Shore has been arguably the most successful luxury beach community on the Texas Coast over the past 15 years, which is in no small part due to the efforts and energy of Ramey in helping to define the brand and provide relevant customer insights.”

Jeff Lamkin, CEO, Cinnamon Shore

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