In collaboration with my partners, I developed a comprehensive multichannel marketing campaign for Hyatt’s Wellbeing Collective, focusing on three curated experiences from the Miraval resort brand. Our objective was to engage and attract modern, wellness-focused travelers through a strategically designed journey that spanned every stage of the travel experience.

Summary

Our Strategy

We mapped out key customer touchpoints—from pre-departure moments at the airport to immersive stays at one of Miraval’s three resorts, and even their return home. Our campaign leveraged hyper-sensory marketing techniques to engage all five senses, ensuring each interaction was not only memorable but emotionally resonant. By integrating innovative and unconventional strategies, we aimed to create lasting impressions that align with Miraval’s commitment to mindfulness, transformation, and holistic wellbeing.

Key Insights

  • Work-Life Balance: Remote work can blur personal/professional lines, leading to burnout if workplace wellness is not a priority.

  • Opportunity for Global Talent: Remote work creates the opportunity to recruit diverse talent worldwide, enhancing innovation and perspectives.

  • Team Cohesion: Hybrid employees report feeling disconnected from company culture, which hinders team collaboration

Airport Touchpoints

To engage modern travelers, we utilized high-traffic airport areas with terminal screen ads and immersive light mapping installations in lounges. This approach allowed us to capture attention in the airports connecting Miraval’s three U.S.-based locations with their travelers.

LightMapping-Miraval Berkshire

LightMapping-Miraval Austin

In-Room Sensory Cards

Overhead projectors at Boston Logan International Airport cast a labyrinth of light onto the lounge floor. The sounds of cardinals blend with soft music, evoking the serene landscapes of the Berkshires—just a short drive away—where Miraval offers a meditative, self-guided experience in a stone labyrinth.

LightMapping-Miraval Arizona

In the Tucson International Airport lounge, imagery from an enchanting morning hike in the foothills of the Arizona wilderness casts a warm glow on travelers. Just a short drive away, Miraval Arizona offers guided, transformative hikes through this unique and inspiring landscape.

Projectors at Austin-Bergstrom International Airport cast vibrant, flowing colors onto the lounge walls. These projections come together to form a unique piece of moving art. This artwork reflects Miraval Austin’s experience, The Art of Letting Go, where participants can discover the joy that creative expression can evoke.

In each Miraval guest room, sensory cards invite guests to engage with and learn more about the resort’s signature experiences. Each card is designed to stimulate at least one of the five senses, creating a memorable and immersive connection that leaves a lasting impression.

Gratitude Stone Keepsake

As our travelers conclude their time at Miraval, we want them to leave with something meaningful to remember their experience by. Guests who participate in any of Miraval’s wellness workshops will receive an opaline gratitude stone to take home as a reminder of their journey.

Key Personal Takeaways

This project provided valuable experience in developing a strategically integrated multichannel marketing campaign aligned with each stage of the customer journey. I learned how to effectively translate brand values into sensory-driven, immersive experiences that foster emotional connection and lasting brand recall. Additionally, the project strengthened my skills in strategic planning, brand storytelling, and cross-functional collaboration—all within the context of Hyatt’s wellness-oriented Miraval Resorts brand.