Canyon Ranch Living Miami Beach- Find You Print Campaign

Situation

We have had great success in the luxury travel category with the work we’ve done for Canyon Ranch Living in Tucson, Arizona and Miami Beach, Florida. For the past year and a half we have been responsible for helping Canyon Ranch keep their positioning relevant to a more and more fickle upscale audience. And we have been charged both with making Canyon Ranch’s real estate offerings worth more per square foot than similar product built by other developers and with introducing their new hotel product at a significantly higher daily rate than the competition.

Solution

Our solution was to play up the experiential benefits of living or vacationing at a Canyon Ranch property. Instead of relying on the typical beauty shots of the tangible offerings, our campaign revolved around the affluent user’s true desire — to discover themselves. We created print ads, online banners and splash pages, and direct mailers all crafted around the headline/tagline "Find You." Based on the particular product focus of the ad, we would add suffixes after "Find You" to further explain Canyon Ranch’s benefits. So a message for Canyon Ranch’s weight loss program would be headed with Find You(‘re thinner). A message for personal development reads Find You(‘ve Grown). And the headline for Canyon Ranch’s golf lab says Find You(r swing).

Results

The permutations of this campaign are nearly as endless as the features and benefits Canyon Ranch offers. And sales were astronomical too — over $600 million in less than two years! For the Cany on Ranch hotel, we’ve taken the "Find You" campaign to the next level, using the headline as a tagline and showing the way Cany on Ranch transforms prosaic objects (kelp, grape seeds, orange peel) into sybaritic necessities.