Challenge: To re-brand and develop a campaign repositioning the rustic yet luxurious image of Red Mountain Spa, located in southern Utah among some of the most beautiful outdoor scenery in the western United States.
Insight: It was determined that the new brand would incorporate a more "rustic zen-like luxurious" feel to appeal to the "spa-goer" seeking a relaxing resort vacation complete with luxury amenities, as well as the "adventure spa-goer" seeking the active recreation of this type of spa.
We developed the resort branding positioning which was also utilized as the tagline: "Between a Rock and Soft Place." This set the tone for the execution of the campaign, which consisted of Print Ads, Brochures, Direct Mail, E-Mail campaign, as well as name development and identity for its newly designed Sagestone Spa.
Results: The Resort has attracted more upscale customers from all over the country seeking a luxurious and adventurous escape from their busy lifestyle.
An aggressively intelligent media buy included placement of print ads in magazines such as Spa Finder, Town & Country Traveler, Conde Nast Traveler, NY Times Travel Showcase, Travel & Leisure and other national publications. This was complimented with Direct Mail offerings and continuous E-Mail campaigns.
The campaign has proven to be very successful and is now in its 4th year and continues to succeed with minor modifications to the media, specials and offerings.