Border View Lodge
Border View Lodge is a throwback to the bygone days of a simpler era. That is, of course, both its attraction and its vulnerability. A fishing resort on Lake of the Woods, the Walleye Capital of the World, Border View found itself in a predicament: loyal return customers were aging out while the new generation was going elsewhere for lake-centric recreation. To stay afloat, Border View’s owners knew they needed to reverse this tide. It was time for a reinvention.
All it took was a visit to Baudette, MN to see that Border View had a good thing going. Serenity, hospitality, escape…we were tempted to scrap our marketing gig and just stay. But instead of making Border View the official Imagewërks retreat, we went for the next best thing: making sure the rest of the world fell in love too. IWM breathed new life into the Border View brand with design and collateral that tap into the nostalgic impulse of veteran lakeside vacationers while conveying a resort sensibility that appeals to a broader clientele. The revamped Border View website incorporated SEO-optimization to enhance discoverability. Integrated marketing initiatives sought to reel in new business and keep old customers on the hook with targeted email campaigns and a loyalty reward program. Our hard work paid off—Border View has been reestablished as one of the premier fishing resorts on crowded Lake of the Woods, with a resurgence of seasonal traffic and year-round revenue.