Azuridge Estate Hotel is a property 20 minutes from Calgary’s southside, nestled in the peaceful hills of Priddis. There is something special about the land – perhaps energetic about it, with a view of the Rocky Mountain landscape.
Our client has an outlook on wellness that is just becoming more mainstream. Her perspectives are very much rooted (ha!) in charka energy and leveraging the energetic exchange of crystals. The hotel and the new spa will leverage these principles in the space and be optional additions to traditional treatments. This unique spa concept will open in 2020.
Paper Road Communications and Beks Marketing teamed up on the Kananaskis Nordic Spa project for its launch, and we guided the marketing and PR efforts for the first two years of operation. The spa director of KNS referred our team to the Azuridge. We were hired to develop a short-term marketing and PR strategy, develop a brand system, and execute the marketing and PR activities for the first year.
We developed a brand strategy taking into account the brand architecture of the hotel and the personal brand of the spa director, who has a television show on a local television network. Some unique attributes about our approach included the following:
You can always tell if you’re on the right track when your client starts using the words that you use to describe the brand. The language that we used to position the brand became the standard terminology in every meeting.
The story is not quite finished. As the spa was preparing to launch and at the time of this writing, COVID-19 is a global pandemic. A brand is so much more than the colours, logo, or message. During the health emergency, the hotel and spa would have a chance to deliver on their mission – helping people not only cope but thrive during a historically challenging time. Keep a close eye on the Azuridge and its spa brand, Flourish.
Through open conversation and informal brainstorming, we can all take something valuable away from new ideas and trends. We’d be happy to discuss what we’ve written here today and get your thoughts. We want to know what you think.