The Pelican Guest House Slogan
The Pelican Guest House is a recently renovated property located in Ocean City, New Jersey. Although the three story, 12 room house, is only a mere hop, skip and jump from the infamous boardwalk and sandy coastline, the client was still very aware of the marketing challenges that faced them.
The rooms were comfortable, but economical – the house is extremely clean, but patrons must share two common bathrooms. Amenities are plenty but the term “Room Service” means bring your own. And to top it off, it’s a dry city (meaning NO alcohol is sold within the city limits). What to do?
Some research and short trips down memory lane reminded us college students were the perfect target market for this product. They were familiar with limited space, the high energy excitement of dorm room halls, sharing just about everything (including the bathroom) and the restrictions of drinking laws. And as long as they’re having a great time, they just don’t care. Because it’s not about the space, it’s about the fun!
The Pelican Guest House “Ocean City’s Beach Dorm.”