Status: Cottage Sales (Done). Cottage Rentals (Ongoing).

Project Scope

This project started before the formal incorporation of Liberty Street – when the team was comprised primarily of members of The Rosseau Group. With extensive knowledge of Muskoka, our team played a leading role in brand definition, interior and exterior design, and the architecture of the project.

The goal of this project was to create a brand that embodies luxury cottage living in Muskoka. The brand needed to evoke a sense of tranquility and escape from the hectic pace of everyday life, inviting guests to immerse themselves in memorable experiences with loved ones. The target audience was affluent individuals seeking a premium getaway in a stunning natural setting. The brand needed to evoke relaxation, peace, and joy while also highlighting the unique community features and experiences that make Legacy Cottages a premier holiday destination in Muskoka.

Nearing completion of the project, Liberty Street was recruited to prepare for resort operation, manage the brand, and oversee the marketing efforts.

Challenges

The plan was to sell the cottages to individuals whose units would be placed in a rental pool. The brand had to overcome the initial challenge of balancing the customization homeowners expect with the standardization guests expect.  In addition, the team had to design a project for a narrow demographic: individuals affluent to

Cottage Sales: The product included a wide range of price points.  The team had to paint a picture of a community attractive enough for the buyers who could afford a private property without outpricing the second-tier buyers.  The brand had to evoke a sense of ownership pride while emphasizing the low burden of resort ownership.  The goal was to meet the needs of families seeking a sense of community while maintaining exclusivity. The cottages had to be branded as an affordable, but luxurious, alternative for owning a waterfront cottage while still embodying Muskoka’s unique culture.

Cottage Rentals: During the initial branding and design, the team had to prepare for the eventual resort marketing.  Home buyers sought customization that had to be balanced with ensuring consistency in quality and experience for guests.  

Approaches

Cottage Sales: The entire brand story was centred around three components: traditional Muskoka culture, community, and the balance between luxury and convenience.  

Working closely with the sales and marketing teams, the team prepared for a campaign targeting a new segment of cottage owners who may be unfamiliar with the area.  The focus on Muskoka culture took on an educational component, showcasing the local attractions, events, and activities that guests could enjoy.

The team understood that those seeking extreme privacy were not the target market; the shared facilities were emphasized as an attraction unavailable in private properties.  Regular and impromptu gatherings were showcased as the way in which ‘cottagers’ vacationed in the old days of grand Muskoka resorts.

The luxury and exclusivity of Legacy Cottages were highlighted in the high-end finishes and modern amenities, along with the natural setting of forests overlooking Lake Rosseau. Cottages were efficiently designed to include the most important aspects of a luxurious Muskoka cottage, including a ‘Muskoka Room’.  Emphasizing the resort staff capabilities infused the brand with the ultimate luxury: a worry-free and hassle-free experience only a high-end resort can offer.

Cottage Rentals: The brand laid the groundwork for an efficient resort marketing campaign.  The team has focused on communicating the consistent quality and experience of the cottages, using social proof and reviews from satisfied guests. Legacy’s sense of community has been expanded to highlight the central location and proximity to friends and family on the lakes – highlighting the sense of community and socialization that guests can enjoy.

Results

Liberty Street's approach proved effective, creating a brand that embodies luxury cottage living in Muskoka. The marketing campaign effectively communicated the unique features and experiences that make Legacy Cottages the premier holiday destination in the area. The cottages were marketed as a perfect escape for guests to immerse themselves in unforgettable experiences with loved ones. The Legacy brand successfully blended the simplicity of unspoiled cottage life with modern design in a vibrant community, attracting visitors from around the globe.

“This is where simple, unspoiled cottage life meets modern design in a lively community.”