Miraval Arizona Unveils New Brand Identity

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Marketing Campaign Features New Look and Feel for the Celebrated Resort & Spa

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"When you have a place as special as Miraval, based on life-changing opportunities rather than just traditional luxury accommodations, it is a challenge to bring those occasions to life through marketing."

Miraval Arizona, the top-rated destination spa resort located in Tucson, today announced the launch of a new brand identity campaign. The new integrated marketing communication includes a new website, ad campaign and collateral, designed to reflect Miraval’s innovative and passionate approach to changing people’s lives for the better.

"The key to this campaign is that it better than ever ties our communication of the Miraval experience to our guests’ actual experience at Miraval," said Philippe Bourguignon, CEO of Miraval. "When you have a place as special as Miraval, based on life-changing opportunities rather than just traditional luxury accommodations, it is a challenge to bring those occasions to life through marketing. But we believe we have cracked the code with a new identity that aligns beautifully with the core philosophy that has made us so successful for the past 14 years.”

Teaming with New York-based agency Ideocracy, Miraval has created the new theme “You won’t find you anywhere else” which is based on the core belief that “you’ll feel and be more like your real self” when you visit Miraval. Additionally, working with Maryland-based TIG Global, Miraval has launched a completely new website which showcases new photography with a more authentic feel. The user-friendly website encourages exploration of Miraval offerings, provides the latest Miraval news and details on new activities like its Desert Sky Zipline, social media features, and a new section dedicated to group retreat, meeting and incentive planners and travelers.

On the advertising front, Miraval is launching a consumer-focused print and online campaign that not only showcases the unique experiences of Miraval guests, but connects that experience to how life is more magnificent after Miraval. Come be you, with us. Depart life-enthralled. The innovative ads, also developed by Ideocracy, will have a targeted distribution in geographically-specified publications and consumer websites.

The launch of Miraval’s new communication and brand expression is a departure from the traditional “spa” advertising that has become the norm in the hospitality and lifestyle industries. Always the leader, Miraval is taking a bold step to break away from the pack to celebrate that Miraval is the best spa, but is also so much more. You won’t find you anywhere else.

For more information on Miraval, please visit http://www.miravalresorts.com.

ABOUT MIRAVAL
Miraval® is dedicated to making life more magnificent. Created in 1996, Miraval’s flagship resort in Tucson, Arizona, has been consistently rated the #1 by Travel + Leisure, Zagat Survey and Condè Nast Traveler. Miraval offers an array of “Clue-In” self-discovery and development activities and “Chill-Out” spa services, all of which reflect Miraval’s core philosophy of living life in the moment. The brand is expanding its reach through its network of leading Specialists and its creation of fully-integrated inspired living communities, beginning with the introduction Miraval Living, New York in 2007.

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Alisha Mahon
Miraval Arizona
520.825.4975
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