Campaign How do you authenticate the spa market?
Vana is a visionary new wellness concept – a genuine retreat from the thrum of life, set in an exquisite Indian idyll. Ancient Ayurvedic and yogic practices combine with other subtle experiences to help individuals achieve deeper levels of personal wellbeing. Vana is not a spa, it is a luxurious embodiment of an ashram for the modern age. Flagship’s task was to ensure that Vana’s unique approach to wellness was understood by British customers hardened by overhype.
We staged a UK launch event in the Serpentine’s summer gallery pavilion, designed by Sou Fujimoto, and set against the green backdrop of Hyde Park to echo the retreat’s forest setting. The retreat experts – reflecting the core Vana elements of cuisine, health and wellbeing – and the general manager were introduced to the media with sympathetic food and music set against beautiful illustrations of the retreat, emphasising its focus on nature, design and ecology.
Journalists were carefully selected based on their consideration and openness to traditions of Indian wellbeing to further understanding that Vana is not a spa – priming them to expect a different experience, before taking them to the retreat in India, so they could experience it first-hand.
Vana was the wellness launch of the year, winning “Best New Destination Spa” at the Conde Nast Traveller Spa Awards 2014 and featuring in their annual “Hot List.” Vana also won Best New Destination Spa in the Tatler Spa Awards.
Crucially, the extensive work we did in positioning Vana as something entirely different redefined the market, with Vana as the defacto leader in its space. Subsequently both Condé Nast and Tatler recognised this by introducing a new ‘retreat’ category in their awards.