For all the complexity inherent in marketing communications, two simple principles abide. To be effective, a brand’s message must be engaging and it must be memorable.

That’s why mtannercommunications offers both copywriting services and strategic thinking. Clarity makes it possible to craft messages so compelling that people want to know more about your brand, want to make your brand a part of their lives and want to share your brand with others.

The samples included here represent recent work from my tenure at one of the most renowned integrated marketing communications companies in the southeastern United States. Now, as mtannercommunications, my thinking and writing skills are available to you and your brand.

Foodbank of Southeastern Virginia

This pro-bono, integrated campaign was created to raise awareness about the extent of hunger in the Hampton Roads community and to educate interested people about how they can help solve the problem. Communications across all media were designed to convey a consistent message of information combined with a warm, emotional appeal. Respondents are directed to a landing page with links to the Foodbank of SEVA and to two other foodbanks in the region.

Vineyard Estates Ads

Because the project had not yet broken ground, the print campaign featured stock photographs in spread layouts to capture attention. The copy connected the emotional appeal of the photos to the brand’s unique attributes as a gracious private retreat where homeowners could participate in a sophisticated wine country lifestyle.

Vineyard Estates Brochure

An ultra-luxurious estate community in a working vineyard and winery setting near Charlottesville, Virginia, Vineyard Estates appeals to a very select audience. This brochure was designed for distribution to initial inquiries from the website, print ads and real estate brokers. Highly qualified prospects would receive a more elaborate fulfillment piece.

Vineyard Estates Website

A re-design of the client’s original website, this version incorporates the color palette, photography and copy approach of print ads and collateral materials to create integrated marketing communications. Password-protected access to certain sections creates a sense of exclusivity and security for an elite and extraordinarily affluent audience. Visit site.

Kiawah Island Real Estate Print Ads

One island. Two entities. Real estate and resort. This campaign brought them closer together than ever before with headlines that focused on the umbrella brand identity of Kiawah. The real estate client pioneered the use of beautiful magazine spreads featuring four-color photos and minimal copy, which was continued here.

Doonbeg Golf Club Print Ad

The partners behind Kiawah Island’s real estate development carried their experience in luxury real estate and golf in South Carolina’s Lowcountry to County Clare, Ireland and created Doonbeg Golf Club. This ad straightforwardly markets the blending of American-style luxe living with the romance of Old World golf traditions.

Kiawah Island Golf Resort Print Ads

The first three ads in this magazine campaign closely align with the magazine campaign for Kiawah’s real estate entity. By marketing both under the brand identity of Kiawah, the campaigns supported each other over a broad range of media. The fourth ad was a cover wrap for the Atlanta Journal Constitution distributed during the Masters tournament.

Le Blanc Spa Resort Print Ads

The luxury brand of Palace Resorts, Le Blanc Spa Resort in Cancun exudes a cool and sophisticated vibe that contradicts its membership in the all-inclusive resort category. This ad campaign uses an experiential tone in copy and an uncluttered, white design with an accent of orange from the logo to support Le Blanc’s upscale brand identity.

Le Blanc Spa Resort Wedding Brochure

Destination weddings contribute to a significant amount of revenue to the bottom line at Le Blanc. This wedding brochure mirrors the elegant design elements of the resort’s print ads and the extensive copy creates a comprehensive message for the wedding segment. Do I take this long copy assignment? I do.

Palace Resorts Print Ads

With a dozen destinations in Mexico and the Caribbean, Palace Resorts is one of the most successful chains of all-inclusive resorts in the region. This campaign upgraded their brand identity as ownership enhanced the guest experience by refurbishing older resorts, purchasing and remodeling existing properties and opening their first resort in Punta Cana.

Sanibel Harbour Resort & Spa Print Ads

In rebranding Sanibel Harbour, new print ads focused on the guest experience as reflected in the resort’s positioning line, “more than a destination, a state of mind.” Special copywriter’s challenge: The resort is not on Sanibel Island, but overlooks it from a waterfront setting on the mainland — can’t talk about those famous shelling beaches.

Sanibel Harbour Resort & Spa Website

This project involved a complete redesign of the resort’s existing website. All of the copy was rewritten. Because it’s a very active site, copy is constantly updated to reflect new packages and seasonal offers. I also write the client’s broadcast emails and banner ads. Full disclosure: I’m not responsible for writing Pool Chat content. Visit site.

The Shores Resort & Spa Print Ads

Think Daytona Beach and you might imagine a redneck Riviera of NASCAR fans, rowdy bikers and hard-partying college students on spring break. The ads in this campaign position The Shores as an unexpectedly sophisticated destination. The photos capture the refined ambience while the copy offers a complementary message of charming luxury.