SpaSeekers are the UK’s longest-standing spa booking experts, dedicated to finding the perfect spa experience with almost 400 hotels and spas across the country to cater for every taste and budget.
Whilst SpaSeekers had the edge of experience over its competitors, the brand had become dated, lacked relevance and needed a stronger point-of-difference over an increasingly crowded sector. Alongside the brand, the website and marketing had to be updated and refreshed to reflect SpaSeekers renewed stance in the market.
The brand had to be multi-faceted, appealing to both a broad range of customer demographics and spa businesses alike. By creating an increased desire from people to make bookings this would also generate more interest from potential new spas (from value to luxury offerings) to partner with SpaSeekers, creating a mutually beneficial effect.
Through in-depth research and a focused strategy, we identified a number of key areas for SpaSeekers to occupy, own and differentiate from competitors. The biggest being a clear ambition to create a brand that purposefully avoids the usual transactional style of booking sites. One that instead, embodied the calming experience and environment you would get from being at a spa. A brand that from the first interaction, becomes an integral part of a customer's journey of relaxation and indulgence. This comes into play with a holistic and wellness-centric logo, followed by a calming and aspirational colour palette, visual language and strapline - ‘Find your indulgence’.
All brand content from photography to video was replaced with experience, treatment-led imagery to again, start the customers' spa experience of indulgence as they would like it to continue. Lastly, we utilised the ’seek’ element of the company name to create an ownable replacement for ’search’ or ‘find’ which also formed the beginnings of an enthusiastic, all-knowing yet approachable and conversational tone of voice.