Background:

Windmills Plantation is a delightfully quirky resort on Salt Cay in the Turks & Caicos islands.  Being small, it didn't have the marketing power that chain-owned resorts have to attract guests.  But once they got a guest, its rate of repeat business was phenomenal.  Guests are fiercely loyal -- some even admitting that they didn't tell people about their secret getaway paradise because they didn't want the resort to become too popular and change.

The approach:

Working with DeLucia Leutwyler Design, we created a small brochure for travel agents and other travel providers to distribute to hand-selected potential guests. Its photos give readers a sense of the sublime natural beauty of this nearly deserted island and the idiosyncratic charm of its curious structures.  The copy gives readers a sense of what they'll experience while staying on this blissfully deserted island that was one the world's leading producer of salt.

See Windmills website (under development)

From the introduction:

Rule 1, no shoes required.  Rule 2, the bar is always open.  The 2 and 1/2 mile beach is flawlessly white.  The ocean is warm & calm & blue.  Your room is one minute away.  There are never more than 16 guests ...

Windmills Plantation is owned and operated by Jim and Sharon Shafer, who have the uncanny talent of making it seem like you've known them for years.  Like perfect hoteliers, they run a comfortable, fascinatingly unique property where guests have only one complaint:  that they have to leave.  Like perfect hosts, they're ever-ready to refill your plate and put your favorite music on.  Like perfect friends, they'll entertain you when you wish -- and leave you alone when you prefer.

Located on the tiny island of Salt Cay in the Turks & Caicos, Windmills Plantation is like no place you've ever experienced before.  It rarely rains.  The only footsteps on the beach are probably yours.  It's a quirky concatenation of Greek columns and Bermuda stone buildings with roofs and shutters painted in perpetually cheerful colors.  Frog fountains spit into the pool.  A pirate flag flies over the property.  There's a Silly Putty egg in a basket of rare and wondrous shells.  It's luxury with a sense of humor.