CANYON RANCH:  “Eat, Play, Live” Integrated Sales and Marketing Event 

Canyon Ranch Eat Play Live Truck

THE GOAL: 
Create an integrated event to showcase Canyon Ranch and build brand awareness among media, trade, and consumer audiences.

STRATEGY:
The Canyon Ranch experience was brought to life in a three-day event branded “Eat, Play, Live.” In order to demonstrate Canyon Ranch’s healthy lifestyle while directly engaging consumers, media, and industry partners, the Canyon Ranch experience was created in a multi-level New York City loft space including an outdoor rooftop.

The media experienced a day in the life of Canyon Ranch by participating in cooking demonstrations, one-on-one meetings with medical staff, health evaluations, cutting-edge fitness classes, and spa treatments. In addition, Canyon Ranch’s Outdoor Specialist led a “Primitive Skills Survival Program” including fire making and animal tracking on the roof.

To engage consumers, Canyon Ranch’s culinary team provided healthy delights on the streets of Manhattan via a food truck wrapped in “Eat, Play, Live” signage.  To increase awareness, street teams were deployed in the promotion of locations prior to the event and audiences were engaged through social media channels. In addition, the food truck visited key industry partners providing a fun, interactive way to showcase the brand.

RESULTS:
The Canyon Ranch chef and culinary team fed more than 1,000 consumers throughout Manhattan including Wall Street, Midtown East, Midtown West and Flatiron.  Canyon Ranch representatives also visited top travel agent clients, delivering lunches and information about the brand.

The “Eat, Play, Live” event was attended by 80 top media, including Vogue, Town & Country, Glamour, Fitness, Self, O Magazine, Redbook, Brides, Worth, Men’s Health, The Today Show, Access Hollywood and many more. WCBS featured numerous segments of the day’s consumer events.