THE CLIENT
Grande Dunes by Freehold Communities is a premier master-planned residential community located in Myrtle Beach, SC, offering a luxury coastal lifestyle with private access to championship golf, oceanfront amenities, a marina, scenic walking trails and a vibrant social atmosphere.
AUDIENCES
PRIMARY
Affluent Retirees and Empty Nesters
Affluent retirees or empty nesters, age 55 and up, who are looking for a luxurious, relaxed lifestyle in a beautiful coastal setting.
SECONDARY
Second-Home Buyers and Vacationers
Second-home buyers and vacationers who are seeking a vacation home or investment property in a desirable coastal setting.
Luxury-Seeking Families
Families who are looking for a premium living experience with access to top-tier schools, recreational activities and a safe environment.
THE CHALLENGE
Grande Dunes and Able&Co. were continuing a long-term marketing and brand strategy that was designed to evolve as the community became more established and their business goals changed.
The client was at a point now where they wanted to refresh their existing creative to better reflect the mindset and motivations of an older, luxury-seeking audience.
By focusing on targeted, more emotionally resonant messaging and realigning the media mix, we aimed to drive leads that are more likely to buy, while investing strategically to achieve higher ROI.
THE CONCEPT
Simply Grande
The Simply Grande campaign is built on a core insight: the target audience values life’s simple pleasures, and Grande Dunes elevates their experience. We transformed these timeless desires into an aspirational brand experience that captures the charm, ease and elegance of Grande Dunes.
What truly makes a community great are the enduring, meaningful moments like a welcoming neighbor, an afternoon tee time and a sunset by the ocean. All of this is made to be something “Grande” by the community’s resort-style amenities.
Unlike typical seasonal or short-term campaigns, the Simply Grande campaign is projected to run for at least two full years—a testament to its lasting impact and versatile strategy.
ART DIRECTION & MESSAGING
Our creative strategy was shaped by our research into core emotional and psychological drivers that influence homebuying decisions.
- Emotion
- Cultural Priorities
- Perceived Value
- First Impressions
- A Home That Tells A Story
- Social Proof
- The Ideal Lifestyle
We rooted the messaging in emotional clarity, centering on what our audiences are truly seeking:
- Simple Pleasures
- Luxury Living
- Resort-Style Amenities
- Grand Experiences
- Unmatched Location
- Championship Golf
- Neighborly Community
- Coastal Lifestyle
Visually, we opted for a clean, elevated graphical style that echoed the tranquility and distinction of the Grande Dunes experience.
Custom photography and videography emphasized the luxury lifestyle found at Grande Dunes through constant enjoyment and connection at the resort-style amenities.
The typography and color palette were refined to balance modern design with classic warmth.
CAMPAIGN STRATEGY
To meet the evolving needs of our target audience of 55+ homebuyers, the media strategy for Simply Grande took a fully integrated approach
across print and digital platforms.
Branded Campaign Assets:
- Custom Photography and Video
- Custom Logo Designs
- Email and Social Media Templates
Campaign Tactics:
- Grand Strand New Home Guide Print and Digital Media Package
- Email Campaign: In-House and Paid Distribution
- (3) Myrtle Beach Airport Video Display Ads
- (2) 10’6″ x 36′ Static Billboards
- Web and Social: 2:15 and 30-Second Community Lifestyle Videos
- Brochure Collateral
Each tactic was aligned to maximize engagement through refined audience profiles while keeping cost efficiency and ROI top of mind. Media performance was continuously evaluated and optimized to reflect audience behavior and business goals.
RESULTS
Website
Active Website Users Age 55+: 13.5% Increase
Emails
2025 Email Newsletter Click-Through Rate: 26.62%
Email Newsletter Click-Through Rate: 5.43% Increase
Paid Email Conversion Rate: 12.1%
Total Email Opens: 32% Increase
Media Placements
Myrtle Beach International Airport Display Ad Annual Reach: 3,000,000+
Video
Simply Grande Brand Video Views On YouTube in 6 Months Since Upload: 1,013