Drive bookings for upscale spa with new, younger audience

Red Door Spas has been a market leader in the prestige day spa and salon category, but experiencing a decline in guests and market share year-over-year. Strong category growth and consumer interest in spas forced Red Door Spas to pivot or die.

 High-value prospects for Red Door Spas are far more likely to be younger and ethnically diverse than current Red Door Spa guests.  This shift is fueled by a rising middle-class of young multicultural females who prioritize personal care services.

Red Door Spas shifted their in-store experience and marketing messages to be more contemporary, inclusive, premium, and youthful.  Simultaneously, communications needed to shift to be much more digital and localized to the new target audience.

We took a performance media approach to drive both online reservations and e-commerce of gift cards by using a combination of search, social and programmatic (with some outdoor) to target our new prospects within a radius of each of the 28 locations.