Red Mountain Spa

Spa Branding Case Study

Challenge:
Create new Spa Branding 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 spa branding 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 spa brand 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.