A legendary hotel strikes a chord with the wild in the majestic Canadian Rockies. In the heart of Banff National Park, Fairmont Chateau Lake Louise is perched on the shores of its namesake lake, framed by towering mountains and glaciers.
In advance of the launch of a new thermal wellness facility, Basin Glacial Waters, the hotel hired Toolbox Design to shape their wellness offering. I was brought in for the strategy and writing portions of this project.
The first step: a visit to the property to fully immerse ourselves in the extraordinary wellness experiences in and around the hotel.
CONTRACTED BY: Toolbox Design
WELLBEING YOUR WAY
After an in-depth, onsite brand audit and competitor analysis, I worked to structure a positioning strategy for the hotel’s wellness programming, including naming, narrative, and activity descriptions.
This better established the hotel as a year-round wellness destination.
Upon the opening of its new wellness facility, Fairmont Chateau Lake Louise is poised to set new standards for luxury wellness within the hospitality industry.
BASIN GLACIAL WATERS
As the big reveal and eventual opening of Basin Glacial Waters neared, I worked with Toolbox to strategize a messaging framework, detailing how the brand should speak and what it should say at every phase of the teaser and launch campaigns.
With the above story strategy, messaging framework, and voice guide, the hotel’s internal team has carried out a successful marketing campaign. While they used their own copywriter for campaign execution, many copy elements from the original strategy were integrated into the brand’s website, social media, and email communications.
IN-ROOM MAGAZINE
To educate and appease guests while construction on the wellness facility was underway, I was engaged by Toolbox to collaborate on an in-room magazine. I strategized editorial direction and wrote all articles and other elements for the 24-page publication.
