They Bought an Island

This morning I saw the perfect marketing piece.

It's presumably a paid and "placed" piece, and not cheap. It came up on the Yahoo Top Stories bar on the Yahoo home page. It's a quick story about a couple who bought an island. 136 words total. Quoted here in its entirety:

Who: Melita Koulmandas Hunter, co-owner of Song Saa, a stunning private-island resort in Cambodia

Where: Cambodia

Why: My husband and I moved to Cambodia in 2005 for a 12-month adventure and ended up staying 10 years. We are both originally from Sydney, Australia, and met in Auckland, New Zealand, where Rory was working at Saatchi and Saatchi, and I had my own organic design business. We fell in love and planned on moving to New York City together. Just before we moved, Rory was offered an opportunity to run an advertising agency in Phnom Penh. As a designer, I have always been drawn to Southeast Asia, so we decided to take 12 months out and have an adventure, before taking on the bright lights of New York City. Ten years later, we haven’t moved to NYC… yet.
— Yahoo Travel profile

It's short and sweet. Got their story across. And made you -- as a consumer, frustrated voyager and would-be island-owner -- want to be part of their story. You want to hang out with them. You want to meet them. You kind of feel like you already know them.

That is great marketing! 

And the photos: snapshot-style picture of the couple. Shots of the resort, meticulous and spectacular. They staged the resort. They waited for the right shot. They got it. (It's surprising how many real estate marketing efforts miss this simple thing: get the right pictures. It's just critical in today's internet world where image is king.)

All marketing should revolve around design, great images and good, quick content. People's attention is too valuable for anything else. 

The perfect marketing piece. It's here (or was at this posting): I Bought an Island in Cambodia

Can't believe I'm going to say this but, Thank you, Yahoo!

Photo credit: that's actually Jamaica, not Cambodia, photo by KM Hurley


Kathleen Hurley