Who: Thermëa Spa Village, with Grey Canada for strategy and creative; Essence MediaCom for media.
What: "The Gift of Thermëa," a new holiday-themed campaign for the Whitby, Ont.-based spa. It is the brand's first campaign since Grey took over the account in October. While it's GTA-focused, the brand plans to adopt a national approach under marketing director Nathaly Barnett.
What: "The Gift of Thermëa," a new holiday-themed campaign for the Whitby, Ont.-based spa. It is the brand's first campaign since Grey took over the account in October. While it's GTA-focused, the brand plans to adopt a national approach under marketing director Nathaly Barnett.
When & Where: The campaign launched at the beginning of December and runs until January across radio, out-of-home, social and online video.
Why: The campaign is positioning Thermëa as offering a welcome respite from the hustle and bustle of city life, particularly during a hectic time of year. It's aimed at generating sales at a time when self-care gift certificates surge.
"The holidays can be overwhelming, and people often forget to prioritize their well-being amidst the joy of giving to others," said Barnett. "Thermëa Spa Village is not just a destination; it's a gift of tranquillity and restoration for those who tend to think of everyone but themselves during the holidays."
How: The campaign juxtaposes images of chaotic city life with some of the relaxing services provided by Thermëa, showing words like "crazy" and "noise" before adding words that encapsulate Thermëa's offering, such as "good" and "less." The resulting words and phrases, which also include "daydream" and "run away," position Thermëa as a welcome respite from the craziness of urban life.
And we quote: "Thermëa spa village is a sanctuary amid the holiday hustle. Our campaign aims to resonate with individuals seeking a meaningful and unique gift for their loved ones. By juxtaposing the season's stresses with the tranquillity found at Thermëa, we hope this campaign is a reminder to give the gift of self-care and rejuvenation to those who tirelessly care for everyone else."
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