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Giving Consumers Permission to Buy

  • Problem
    • Decreasing market share
    • Decreasing brand value
    • Lack of differentiation
  • Consumer attitudes to overcome:
    • All spas are basically made the same
    • Spas are a luxury associated with a bachelor lifestyle
    • No real health benefits are associated with spa use
  • Solution
    • Strategy: Position Sundance Spas as the world leader in hydrotherapy.
    • Tagline: Soothing Mind, Body & Spirit

Careful research exposed that there were real health benefits associated with spa use. Phrases like Feel Better Everyday, The Healing of Power of Water, Live Better, and The World Looks Better From A Sundance Spa were used throughout all campaign materials. From the soothing of sore muscles to the relief of severe arthritis pain, the healing power of water gave consumers permission to buy. Sundance Spas emerged as an industry leader and the authority on hydrotherapy. Sundance Spas grew from a $30M dollar to a $90 million company in just five years.


Master Brochure



Healing Power



Live Better



You Deserve A Spa