With rising gas prices doing their best to transform the summer road trip into science-fiction, I thought it would be fun to look at the marketing of a vacation condominium. The Indigo on the Lake condos in Osoyoos are about 400 km east of Vancouver, or roughly $125.00 in gas when driving one-way in your beloved Hummer H2.
Indigo on the Lake has been in the “news” for some time, provided you consider ads and coverage in Westcoast Homes to be news. As far as condo mascots go, the sandal-sporting rock-star wannabe standing in front of Indigo’s “actual waterfront view” is a good one — if by good you mean unintentionally hilarious. (Now you understand why I mentioned the Hummer H2.)
Indigo’s marketing is a text-book case of mixed messaging. The ad creative shows us childless couples but the ad copy speaks of family vacation homes. On the website, images of seniors drinking wine are everywhere.
Sometimes when you appeal to everyone, you appeal to no one.