Massage Heights was looking to expand their user base in the competitive massage membership market. As a regional player, they needed to stand apart from the national chains and give people a reason to get regular massages from Massage Heights.
Research told us that 82% of those who get a massage at least once yearly believe monthly massages would improve their physical health. Yet only 19% of them actually get regular massages. They have a hard time justifying the time and expense, and even feel guilty spending the money on themselves. We needed to make them feel like their health is worth it.
The LOOMIS team repositioned what was a perceived luxury as an essential part of everyday self-care. At a time when self-care was just starting to truly trend, and where the competition was focused on relieving the singular ache or pain, we needed to connect the brand with the idea that regular massage leads to a positive well-being (which in turn helps you best manage everything and everyone in your life). And with options to fit every budget, Massage Heights is a guilt-free way to do just that.
Inspired by the mountain image in the Massage Heights logo, the LOOMIS team developed the Elevate Your Everyday theme and threaded it through an integrated traditional and digital campaign. A mix of relaxing massage visuals and aspirational imagery work together to capture the emotions and the physical activity associated with a life lived at its best because of regular massage.
The first step was to create the sonic branding, and for that we tapped into the talent of our music partner, Luminous Sound. The track captured both the relaxation of massage and the energy of living your best life, with lyrics that emphasized the self-care positioning. The :30 TV spot ran in regional markets, featuring a mix of footage of both the relaxing retreat experience and our wide demographic engaging in aspirational, wellness-focused activities out in nature.
The :60 spot begins with a few seconds of silence to break through the radio clutter. Then, a single bird call rings out. We hear a slight breeze. Only then does the voiceover begin, talking about a personal best: she’s climbed the summit in record time. Her life sounds pretty positive, thanks to regular massages from Massage Heights. Something that helps her deal with life’s stresses as well.
“ELEVATE YOUR EVERYDAY” RADIO
We took the campaign into the retreats with window clings, counter cards, door signs, and other necessary materials that helped support the Elevate Your Everyday premise. Always featuring a combination of massage and aspirational imagery, the campaign look and feel was consistent through both internal and external channels.
– Alice O’Donnell, Former VP of Marketing for Massage Heights
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