CASE STUDY: GOLDEN DOOR LUXURY WELLNESS RESORT

OPPORTUNITY:

Following a $15 million dollar refurbishment, the team at Southern California’s iconic Golden Door luxury wellness resort engaged our team to spread the word and re-introduce the property to a younger, more aspirational generation while maintaining the integrity of the brand and retaining the brand’s loyal, long-time clientele.

RESPONSE:

We created a multi-faceted marketing and communications strategy encompassing celebrity/influencer relations, media outreach, and brand partnerships with the ultimate goal of breathing new life into the brand’s identity while building interest and excitement within a new demographic. We reached out to target media outlets, telling the story of Golden Door and promoting the resort’s world class spa services, workshops, and fitness/wellness offerings as well as the reinvigorated rooms, lush new biodynamic gardens and F&B program. We carefully selected top-tier journalists, A-list celebrities, and high-profile influencers from around the globe to experience the Golden Door firsthand and conceptualized brand partnerships, secured guest speakers, curated events and pop-ups, and booked top talent for an unprecedented ad campaign – all to move the needle for the brand and reaffirm the property’s foothold as one of the world’s premiere wellness destinations.

RESULT:

We secured feature stories and placements in targeted outlets including Vogue, Departures, Goop, Conde Nast Traveler, Travel + Leisure, Self, Forbes, People, The Talk, E!, and Entertainment Tonight. A partnership with Fohr and blogger/influencer Jacey Duprie of Damsel in Dior was created in order to host a special influencer event and exclusive Golden Door experience for Duprie and 3 other top fashion bloggers, resulting in 28 million impressions and over $420K in ad value.  

We bridged a partnership with beloved celebrity glam team the Streicher sisters of Striiike beauty studio, and hosted a pop-up, offering guests their brow, makeup, and hair services.  With the speaker series being a core part of the Golden Door guest experience, we helped curate the topics and locked in relevant, high-profile speakers who elevated the series and appealed to a slightly younger demographic including Huffington Post founder Arianna Huffington, celebrity chef Ludo Lefebvre and author Gretchen Rubin.  

Additionally, our team introduced notable tastemakers and celebrities to the property including Julia Roberts, Emma Roberts, Amy Schumer, Debby Ryan,  Liev Schreiber, famed fashion editor Joe Zee (who we also booked to pose as part of Golden Door’s Annie Liebowitz shot ad campaign “The Human Experience”). We helped curate the next ad campaign with famed photographer Alexi Lubomirski.  The Golden Door has remained a client of ours for over eight years.