Account Manager
Unum
Resort/Brand Concept | Brand Identity | Luxury + Hospitality
ASK
Restore the true meaning of luxury with a resort concept designed for travelers who have done it all and seek their next bespoke experience
CHALLENGE
Develop a luxury resort that stands out in a category diluted by mass tourism and formulaic high-end experiences
SOLUTION
Create bespoke luxury hotels that offer true exclusivity through rare, tailored experiences rooted in the destination’s culture and landscape.
The Problem: Oversaturation Has Diluted Luxury
Once-niche destinations have been flooded by mainstream luxury brands, leading to crowds, long waitlists, and formulaic experiences.
The “Instagram effect” has eroded exclusivity. Places that were once hidden gems are now mass-visited, making them feel less special.
High-end resorts now cater to prestige-seeking mass consumers rather than discerning luxury travelers who want something truly rare.
Breaking Through Mass Luxury
The luxury hotel market is saturated, with brands like Aman, Four Seasons, and Ritz-Carlton dominating.
Many luxury resorts offer the same formula:
Fine Dining
High-End Spas
Premium Service
...but none offer a true feeling of rarity or exclusivity.
Consumers have lost trust in “luxury.” It has become accessible to anyone who can pay, rather than something truly curated and personal.
The New Luxury Consumer:
High-net-worth travelers who don’t just want high-end accommodations, they want ultra-exclusive, curated experiences that feel rare.
What they want:
66%
prioritize personalized, bespoke experiences tailored to their interests.
(Travel Age West, 2024)
68%
would pay a premium to skip lines, avoid crowds, and take private tours but options are limited
(Travel Age West, 2024)
80%
want to travel responsibly
(Travel Age West, 2024)
75%
would pay more to support local culture rather than big tourism chains
(Deloitte, 2024)
Opportunity: Luxury hotel supply is not meeting the demand for mountain and skiing travel.
Challenges Faced by Ski Resorts Today
The struggle to keep up with growing demand, especially since the pandemic.
Natural snow shortages as a result of climate change.
Over-tourism and disruption to local communities.
Oversaturation at Existing Luxury Ski Resorts
According to the National Ski Areas Association (NSAA), a total of 60.4 million skiers hit the slopes during the 2023-2024 season.
Almost half (44.21%) of all skiers in the US visited the Rocky Mountain region.
Snowfall drives demand among ski travelers
The Solution
Bespoke luxury hotels that offer true exclusivity through rare, tailored experiences rooted in the destination’s culture and landscape.
Unum is More Than a Resort It’s an Invitation to the Unattainable.
Unum restores the true meaning of exclusivity while answering the growing demand by offering rare, high-status experiences in an untouched destination that blends seclusion, adventure, and deep cultural immersion
A Destination Like No Other
Unum embodies the truest form of exclusivity through rare and unique tailored experiences rooted in the locale of its surroundings; Silverton, Colorado.
Stunning Destination
Unique
Activities
Culture
Community
National Historic Landmark, nestled within the San Juan Skyway
Only location in the US where single drop Heli skiing is available
Rich history as a mining mecca for precious metals
A real town with real people with deep sense of purpose, freedom, interdependence and a shared love of place.
For High-net-worth, aspirational luxury travelers who seeking prestige, privacy, and one-of-a-kind experiences, Unum resorts redefine luxury travel with a focus on exclusivity, personalization, and immersive experiences by offering guests unparalleled access to unique locations and extraordinary activities that typical luxury resorts cannot replicate.
Unmatched Amenities
Suites Second to None
Rejuvenate in Opulence
Year Round Heated Pool
Unforgettable Experiences
Bike the Unreachable
Ski the Un-Skiable
Unseasonable Alpine Indulgence
Unum Silverton is a hidden gem among luxury ski resorts, offering discerning travelers an expertly curated experience. Guests enjoy unparalleled privacy, direct access to the slopes, and exclusive activities that immerse them in the beauty and adventure of Silverton, creating an unforgettable escape.
Integrated Launch Strategy
Bringing Unum to market wasn’t just about building a brand, it was about orchestrating a full-funnel experience across awareness, consideration, booking, and post-trip sharing.
We used MRI Simmons data to deeply understand three distinct luxury traveler segments and map how, where, and when to reach each one.
Our integrated launch plan included:
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Audience segmentation grounded in psychographic and behavioral insights
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Media touchpoint strategy spanning digital, experiential, and earned channels
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Message development tailored to journey stages and traveler mindsets
This work culminated in a full brand experience path, guiding how Unum would show up from scroll to slope.
Target Audience Segments
Using MRI Simmons data, we identified three key luxury traveler segments to shape both Unum’s unique offerings and our communication strategy:
Cultural Connoisseur
Values depth, history, and local connection. Seeks immersive, meaningful travel experiences.
Aspiring Adventurer
Ambitious and adventurous, but not yet seasoned. Willing to spend on curated experiences that make exclusive or extreme adventures effortless.
Indulgent Influencer
Experience-driven sharers who see travel as content. Prioritize aesthetic, exclusivity, and destinations that elevate their personal brand.
A Few Key Moves
Cultural Connoisseur
We leveraged earned media like Condé Nast Traveler and cultural immersion landing pages to highlight ethical travel, local heritage, and meaningful experiences appealing to their passion for authenticity and depth.
Aspiring Adventurer
We focused on YouTube content, paid social, and adventure landing pages to emphasize curated, high-thrill experiences like heli-skiing reassuring them with top-tier safety while delivering adrenaline-fueled exclusivity.
Indulgent Influencer
We activated influencer partnerships, UGC campaigns, and Instagram moments to showcase Unum as the next prestige destination ensuring they had exclusive, share-worthy content to elevate their personal brand.
The Long Term Growth of Unum
Unum aims to create a solid, buildable, and ownable identity in luxury hospitality that can expand into multiple locations that meet interest all luxury travelers.
Napa Valley
Wine
The Hamptons
Sailing
Malibu
Surfing
TEAM
Grace Garvey (Brand Manager)
Ellie Wilson (Brand Manager)
Grace Hyde (Brand Manager)
Caleb Mayer (Brand Manager)
Rynan Garner (Brand Manager)
MY ROLE
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Strategic development
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Creative concepting
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Market and audience research