| Title | THE NEW ANDERS |
| Brand | GRAND RESORT BAD RAGAZ |
| Product/Service | GRAND RESORT BAD RAGAZ |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
REMBRAND St. Gallen, SWITZERLAND
|
|
Idea Creation
|
REMBRAND St. Gallen, SWITZERLAND
|
Credits
| Andreas Felder |
Rembrand |
Managing Director |
| Joerg Stoeckigt |
Rembrand |
Creative Director |
| Bettina Egger |
Rembrand |
Account Director |
| Larissa Lenker |
Rembrand |
Art Director |
| Iris Appel |
Rembrand |
Copywriter |
| Eduard Buchmüller |
Rembrand |
Editor |
| Daniel Eugster |
Rembrand |
Graphic Designer |
| Denis Ignatov |
Studio Ignatov |
Director Of Photography |
| Justus Paul Ullrich |
Studio Ignatov |
Producer |
| Daniel Lanzrath |
Studio Ignatov |
Creative Coordination |
| René Bozkurt |
I/O FX |
Motion Designer |
| Thomas Buergin |
I/O FX |
Motion Designer |
| Jong Ho Bark |
Jong Ho Bark |
Post Production |
| Jens Schneider |
Jens Schneider |
H+M Styling |
| Carolin Juenger |
Media Schneider |
Media Account Director |
Background
At the Grand Resort Bad Ragaz, the Leading Wellbeing & Medical Health Resort in Europe, you can immerse yourself in a world of peace. A world of nature, enjoyment and inspiration. For a new kind of luxury. For a true experience. In a house filled with tradition. After 154 days of renovations and an investment of 45 million Swiss franc the Grand Resort Bad Ragaz unveiled new dimensions of luxury. But how do you show what you can’t actually show? So we came up with a visually stunning idea: “The new anders”. The idea connects the hotel world with the warm, healing thermal water from the Tamina Gorge, the outstanding benefit of the resort.
Describe the strategy
The target audience – sophisticated singles, DINKS (double-incomes-no-kids) and wealthy families – with preference for luxury & modern lifestyle – has already seen everything, that the world of luxury has to offer. The question was: How can we convince this special clientele? “The new anders” concept found powerful answers. A visually stunning campaign that sweeps the viewer into a new dimension of being. Visuals full of magic, sensuality and tranquility connect the hotel world with the warm, healing thermal water from the iconic Tamina Gorge – the heart of the Grand Resort Bad Ragaz. The legendary spring that has provided the resort with body-temperature thermal spa water for centuries.
Describe the execution
After briefing in March 2019, we developed the strategy focused on the iconic Tamina Gorge. From middle of April to the middle of June 2019 the execution took place. Due to renovation we had to create CGI generated visuals. With a unique campaign name that blends two languages. And a clear catchphrase: ‘Reinventing luxury hospitality’. Lavishly produced for print, out-of-home, online and film advertising.
List the results
In the end, the campaign was showing remarkable results: +31.59% online transactions
+29.75% online sales increase.