Case Study: Kid-Focused Gifts for Rosewood Baha Mar Resort

By Dean Schwartz (SWAG Master): Rosewood Baha Mar Resort is a luxury destination that prioritizes holistic family experiences. Recognizing the adage, “Parents are only as happy as their least happy child,” Rosewood designed its gifting strategy to cater to children of all ages, ensuring family satisfaction. The resort offers gifts during key touchpoints: upon checkout and participation in their Explorers Kids Club.

Project Goals The primary objective was to create a collection of age-appropriate gifts that would:

1. Enhance the guest experience.
2. Foster brand loyalty by creating lasting impressions on families.
3. Ensure the gifts were practical, engaging, and memorable.

Target Demographics The gifts were segmented by age group:

• Infants: Onesies branded with resort themes.
• Toddlers & Pre-Schoolers: Plush flamingos and sea turtles, puzzles, coloring books, paint canvases, and drawstring backpacks.
• Elementary School Kids: Fun and interactive walkie-talkies.
• Teens: Trendy tech items like Bluetooth speakers.

Process Highlights

1. Discovery Phase:
   • Identified client objectives and family-centered brand ethos.
   • Conducted market research to align product design with age-group preferences and trends.
2. Product Development:
   • Leveraged SOBO’s expertise in creative and functional product design.
   • Incorporated eco-conscious materials to resonate with modern consumer values.
3. Customization and Branding:
   • Integrated the Rosewood brand into designs subtly for aesthetic appeal and to avoid overly commercialized impressions.
   • Designed products to evoke luxury and thoughtfulness, aligning with Rosewood’s premium positioning.
4. Delivery and Presentation:
   • Delivered products in customized packaging to enhance the unboxing experience.

Challenges and Solutions

1. Balancing Aesthetic with Utility: Ensured products were visually appealing while maintaining functionality for the target demographic.
2. Timelines: Managed tight deadlines for special events by sourcing domestically when necessary.
3. Branding Balance: Designed items that were branded but not overly promotional, preserving the resort’s luxurious image.

Outcomes

• Enhanced guest satisfaction with positive feedback from families.
• Increased participation in the Explorers Kids Club.
• Strengthened brand loyalty as families associated their stay with thoughtful and memorable gestures.

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