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THE FAIRMONT SONOMA MISSION INN –
WILLOW STREAM SPA
Embracing the Willow Stream Brand
B Y K E I T H LO R I A
I
n June 2011, The Fairmont
Sonoma Mission Inn & Spa officially rolled out its rebranding
initiative, renaming its spa into
Willow Stream Spa, the signature spa
brand of Fairmont Hotels and Resorts.
“The decision to take on the philosophy, values and standards of the Willow
Stream brand was slowly implemented
and integrated over several years but
made official [in] June 2011,” says Anne
McCall Wilson, vice president of spas
for Fairmont Hotels and Resorts. “This
decision was strategic in globally positioning our spa as Fairmont Hotels and
Resorts continue to expand with Willow
Stream [as the] signature spa brand.”
The rebranding effort has given the
85-year-old Fairmont Sonoma Mission
Inn located in Sonoma, California, considered as the wine capital of the region,
a fresh dose of energy. “Willow Stream
Spas are renowned for their energy. It’s
our slogan and our mission: Find your
energy,” she says.
Rebranding Process
Most of the changes in rebranding were
to ensure the spa met brand commitments and was poised to deliver services
consistently. This initiative was accomplished via comprehensive educational
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August 2012