Although Golden Door was named the #1 Destination Spa in the World by Travel and Leisure, our integrated, multi-year campaign reveals little of the physical destination itself beyond the iconic golden doors. Instead it's all about the inner journey for which a Golden Door experience is as legendary as the actual property itself. Our latest Human Again campaign, enlists the talents of another legend - the inimitable Annie Leibovitz - who creates a portrait of personal transformation paired with first-person stories of notable Golden Door guests - many formidable women in the vicinity of 50 and above.
Our creative journey has gone from print to direct mail with embedded video, to retail pop-ups to first-class airport lounges. In four years, occupancy has grown from an average of 40% to a current average of 80%.