There are dozens of luxury hotels and resorts in the world and quite a few on the East Coast. When we developed the brand for The Sanctuary at Kiawah Island, it was something different. Instead of butlers carrying silver, we discovered that people were attracted to Kiawah because of the natural setting and wildlife. We developed an integrated campaign based on nature at its finest, with images of guests mimicking the natural inhabitants of the island. Our “zig” versus the competitive set’s “zag” received a lot of attention and occupancy levels and average daily rates soared. The photos alone convey the intimate connection that guests and families feel with each extraordinary natural surroundings. By far, this was one of the most successful openings of a luxury resort hotel on the East Coast in over ten years.