BUSINESS & BRANDS TRANSFORMATION & GROWTH
THE CHALLENGE:
A well-known luxury spa resort needed to reinvent itself: once popular with all audiences it now felt dated.The CEO wanted to modernize and grow the brand, and expand it internationally on new platforms.
How to grow and what to say? The CEO and its agency called us in to provide a 360 strategic solution – from brand identity to strategic guidelines for communications across new categories and countries.
Research
We spent several immersive (and wonderful) days at the resorts, in cruise ships’ spas, and at luxury wellness centers, observing behaviors and talking with guests and staff. We also interviewed dozens of wealthy spa-goers in three different countries.
Insight
The brand’s image was based on “Old Luxury”: pampering, service, and fancy facilities. But it actually delivered “New Luxury:” highly personalized wellness and personal transformation.
Strategy
The company already performed well in the “New Luxury” space – now it just had to own it and communicate this. Redefining brand identity would be easier than expected, as it reflected both internal culture and customers’ experience.
Results
Our strategy guided the launch of new a branding and advertising campaign, several line extensions, and the expansion of spa and fitness services in new countries, and on cruise lines.