Campaign: Tuscany Day Spa

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Campaign: Tuscany Day Spa
A World Away From The Everyday...

Tuscany Day Spa grew out of one woman’s two greatest loves -- her dedication to a life of fitness and her passion for the Tuscan region of Italy. I was asked to help her transform her personal training business into something more. We worked together to create a new identity for her company -- one built around the concepts of serenity, health and wellness, but presented within the setting of a centuries-old Tuscan villa. Her new location was remodeled to resemble a rustic Italian courtyard, complete with aged plaster walls and cut stone floors. We then turned our attention to branding her new approach to services, built on her travels. We coined terms like “Day-Long Escapes” and “One-Hour Getaways”, and sessions for couples were even booked as “Trips For Two.” Our concept was simple, but at the same time had an epic quality to it.

With a call one could get away without going away, and in the space of a single hour visit a magical world called Tuscany... and be changed forever.

We’re All Moving to Tuscany. One of the unique challenges for the project was how to transition existing clients over to the new location without having them think the fitness center was closing or going away. The answer came in the form of an “announcement” to clients. One month prior to the move, we produced large format posters with the “Moving” headline and placed them in high traffic areas. The posters allowed clients to see them as they came in every day, ask questions about the change, and gave them time to get used to the idea of moving. The week of the transition went smoothly and, we were told, not a single client was lost in customs.

Passport, Please. Another signature piece created for Tuscany was their gift certificate system. Designed to resemble a passport, gift certificates could be bought and loaded with any number of services and sessions, and each was represented by their own unique stamp. The pre-paid sessions were stamped into the passport and then delivered or mailed in its own gift card. As procedures were redeemed, staff members would check off and initial the stamped areas, indicating that particular leg of the client’s “trip” had been completed.

Clients were also encouraged to keep their passports, adding new trips as needed. Keeping the passport helped Tuscany employees track their VIP clients and let them know when their travels entitled them to upgrades, incentives and free services.

A World Away From The Everyday. Tuscany letterhead, like everything else, had to be different. Our ideas were drawn from the turn of the century vacation tours, where families would sail the world “on holiday.” Letterhead and business cards were designed to evoke a nostalgic feel of old-world postcards and hand-written letters from exotic ports of call.

You have to believe. That was exactly how we began our presentation to the staff who would transition from the old fitness center over to the new facility. To make the transition work, and make Tuscany as success, employees had to believe in the vision. To help them understand, we wrote a “History” for Tuscany. Very soon, what started out as a way to convey a back story to employees evolved into a powerful tool to help turn customers into travelers, and workouts into vacations.

Souvenirs For the Journey Home. An important part of developing the Tuscany brand included the creation of an in-house line of products for the customers to enjoy at home. Called Essenza (which means “essence” in Italian), the brand offered a wide range of all-natural body products, cosmetics and herbal remedies.