Carillon frequently uses direct mail to reach new customers.
are 100 percent focused on our Instagram page,” Harper
adds. In addition to the typical photographs and visual
content, the Instagram page will feature educational
content about the spa lifestyle and its mental, physical
and emotional benefits. Lastly, Harper is hoping to add
more contests and promotions to the spa’s existing
messaging on Facebook.
Thinking outside the box led to what Medina calls
Carillon’s biggest marketing success of 2019: rather than
naming any one campaign or event as the most successful,
Medina cites a repositioning of how the brand viewed itself
as Carillon’s greatest triumph. “We always had spa and well-
ness as part of our DNA, but we always [positioned our-
selves] like a lifestyle resort. Mid-year, we repositioned to put
wellness first,” Medina says. Medina worked with the prop-
erty’s staff—as well as outside partners and agencies—to
emphasize that “everything needs to come from this vision
to be a true wellness re-
sort.” Once that switch was
flipped, it led to an
immediate improvement
in the strength, creativity
and efficacy of Carillon’s
marketing campaigns,
according to Medina.
She adds, “We have an
incredible beach, incred-
ible pools, an incredible
facility and the room
product is amazing. But
all of the luxury hotels
have that. Our biggest
differentiation factor is
wellness.”
And that’s the crux of
any good marketing plan:
what makes you unique? Find it, then build your plan for
the next year—or the next decade—to leverage that
differentiator to its maximum potential. n
F E AT U R E D S O U R C E S
TRACY HARPER CECILIA HERCIK ROXANA MEDINA
Director of Spa
& Wellness Director of Spa and
Wellness Director of Marketing
THE SPA AT SUN VALLEY FOUR SEASONS RESORT AND SPA
THE CARILLON HOTEL
HUALALAI AT HISTORIC
KA’UPULEHU –
HUALALAI SPA
GOOD WITH THE BAD
NOT EVERY MARKETING IDEA WILL WORK OUT, and that’s okay—an occasional miss is the price of in-
novation. It’s also a great opportunity to learn what works and what doesn’t.
Tracy Harper: “We do an event twice a year where vendors come out. Guests get a mini-service, food and
beverage, and access to the amenities for $50. That has been successful, so last year we added two additional
ones during different times of the year and they just did not work. And I think less is almost more; if we offer
it too much, they’re going to get used to it. So we’re going to offer it here and there, and not inundate our
marketing with it.”
MARCH 2020
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