Newport Spa: Introducing Thousands to the "Micro Vacation"

Submitted by ckwebacct on Tue, 2011-07-12 14:32
The Challenge: 

The Newport Spa was the premier health spa in the region, nestled on its own private island steps from downtown Newport. As part of the Hyatt hotel, it depended on Hyatt advertising and promotions to reach prospective customers. As such, it struggled to develop an identity of its own and was having difficulty expanding its customer base beyond patrons of the hotel.

The Approach: 

We determined that the Spa was so unique in both its world-class services and its world-class location that it was a destination unto itself. We set on developing a unique identity and voice for the Spa to attract both tourists at other hotels as well as residents of surrounding towns.

The Results: 

Dubbing a day at the Spa a “MicroVacation,” we crafted a print and outdoor campaign for tourists, urging them to take a vacation within a vacation. At the same time, we reached out to are residents, urging them to take a day off and make it a vacation. The campaign was also adapted to take advantage of opportunities such as gift certificate sales and mid-week specials.