30 year old female, product manager:
- The "un" campaign is preferable because it is different but it's inactive. It seems to be all about what Mendocino isn't.
- The "minute for minute value" campaign is tired, it sounds like Club Med
(here comes the good part)
- Make the campaign about what Mendo is, use "re"
- re-connect
- re-invigorate
- re-ward
- re-new
- re-fresh
I thought this was a brilliant insight... I'll go over it again on Monday. Thoughts?
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These are my findings:
A slight overview of who I talked to:
2 Ladies ages 37 & 39
3 Women ages 50-60
3 Men ages 50-60
Spare time?
Not so much. Their overall focus is work, and yes, most work overtime and on Saturdays to catch up for the upcoming week. (So, they plan and are prepared and very responsible.)
When they find time for themselves:
They focus on themselves and their homes. Picking things up or running errands. (They try to go shopping, visit museums, or exercise -swimming, hiking, and running)
The ideal vacation:
Anywhere in Europe. But thats the big time planned trip. It's about relaxing and learning more.
The 72 hours:
There were lots of answers, Tahoe, Big Sur, Carmel, Las Vegas (to play and people watch,) Disney Land, Calistoga, Stinson Beach, Monterey, Sonoma, Napa, Eureka, Sacramento.
Calistoga: We love the hot springs, the food, the ambiance, the chance to walk around and even bicycle around, plus the opportunity to stop in some of the little towns on the way there. "we like charming smaller places." -F/56
Napa: Silverado Resort, It was very relaxing. Spending time at the spa, in the pool, visiting wineries, going hiking, it was for my Birthday. -F/59
Lake Tahoe: I love Tahoe, especially in the winter, watching the snow fall. (It seemed like it's a comfortable trip for her to just take off on. It's not like it's a taking a chance type trip, it's one she's used to, and will just go-)"You can get everything you get in Mendocino, just closer." (people and the lines didn't bother her.) -F/39
Over all. The fact is:
You can get the same thing closer.
We are going to get these people up there once, and then, maybe they'll be back. (like 5 or 10 years later)
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