Summer by Caruso

Project Scope

I was tasked with creating an eye-catching, full-fledged summer campaign bringing cross-property awareness to the Caruso portfolio. I created a custom microsite featuring a neighborhood guide of warm-weather favorites to help guests plan out their summer in style along with weekly content showcasing property highlights, shopping, and dining. Focusing on summer-inspired colorful gradients, custom illustrations and fresh content, the campaign was hailed as a success for the company.

In order to promote the campaign across all of Caruso’s properties and the wider Los Angeles region, marketing deliverables included a printed brochure (mailed to over 150,000 Los Angeles residents), out-of-home signage, print ads, social media, banner ads, and property signage.

Initial Brainstorm

While brainstorming the design of the site, I wanted to create an interactive map with hotspots to encourage guests to explore and engage with the layout. The purpose of the map was to showcase the properties within the Caruso portfolio and give a general location so guests could plan their next visit.

Layout & Design

The layout and design of the page is welcoming and eye-catching. The gradient is comprised of a bold summer color palette to capture the excitement of summer through sunrises and sunsets. The icons are inspired by a previous campaign featured on Caruso properties welcoming guests. Carousels highlight the different properties and their offerings, encouraging guests to shop, dine, and spend their summer at Caruso properties.

City Guides

Each location grouping had their own “City Guide” page introducing that region and to further expand on the offerings, happenings, shopping & dining available.

Interests

Another fun feature of the site was the incorporation of “Editorial” content pieces. The site was added to weekly throughout the summer season to introduce exciting new information, curated shopping guides, dining recommendations, and interesting happenings.

In-Home Mailer

I designed a tri-fold mailer that was mailed out to hundreds of thousands of homes across Southern California that introduced potential guests to our Summer by Caruso campaign, the property portfolio, and invited them to explore the site via a QR code. I also included an organic data-capturing moment with the complimentary parking redemption voucher. When guests presented the voucher to the concierge desk, we were able to identify the guest information, address, and which property they chose to visit.

Social Media

I designed social media assets to promote the Summer by Caruso campaign which included Instagram Stories and Instagram Reels. The Instagram Reels performance exceeded expectations and was a key driver in guests discovering the site.

Follow-Up Piece

This printed piece was designed to thank guests for visiting a property location and encourage them to explore a new property at a later visit with complimentary parking. Guests were provided 2 options aside from their “home property” and we gathered the information on which location they would be interested in visiting next.