“In our world, marketing is lead generation—nothing more, nothing less. The first step is to define the market. Then we choose the most effective, efficient channel to reach potential buyers. The final and most important step is to define what the message needs to be. Messaging needs to contain the lifestyle component that resonates with today’s buyer—who is almost certainly an end user—yet also reflect the values associated with making an intelligent purchase. Never be afraid of using strong, direct sales-speak in your communications.”
—Tara Bonner, Vice President of Marketing
Tara Bonner started her marketing career in 1991 when she joined Y Partnership, (formerly YPB & R) of Orlando, FL, America’s leading marketing, advertising and public relations agency specializing in travel and leisure-industry clients. Tara quickly rose to Vice President of Account Service, and was responsible for the advertising and strategic marketing efforts of an array of international and domestic hospitality brands including the world-renowned Hotel del Coronado, Marriott, Hilton International, Swissotel, La Casa del Zorro, The Ginn Company, ResortQuest, Le Parker Meridien and Fiesta Americana and Fiesta Inn—Mexico’s largest hotel and resort chain.
After twelve successful years with Y Partnership, Tara joined The Ginn Company in 2003 as Marketing Director for Reunion Resort. Tara was initially tasked with supporting an underperforming resort community and, due in large part to effective marketing efforts, helped turn the community around.
In the spring of 2004, Tara would partner with Myles Newell for the first time, successfully orchestrating the largest launch in both Florida and Ginn Real Estate Company history: 790 properties sold in one day for over $170 million dollars.
That summer Tara was appointed Regional Marketing Director accountable for multiple resorts and clubs in the Ginn family. Tara would serve as Managing Director of Marketing for Ginn Communications before leaving in October 2007 to join Waypoint Real Estate as Vice President of Marketing.
As a principal at Waypoint, Tara is responsible for the development and implementation of innovative, strategic marketing plans and marketing executions. Tara has managed clients spanning from North America to South America to The Caribbean. She serves as the primary contact and brand steward for each client’s account and ensures all programs and materials representing each brand are well conceived and stellar in design. Additional responsibilities include assembling and managing advertising agencies, design firms, marketing firms, photographers and critical members of the marketing team.
