Turning the Guest Experience to a Content Ecosystem
Hyatt’s Miraval resorts is a special partner that has trusted INDIRAP with long-term, dynamic contracts that have transformed their online and in-person experiences.
Our teams have collaborated, capturing their 3 properties, events, and team to build a content library that is used across their websites, social platforms, and multiple marketing and advertising campaigns.
Miraval came to INDIRAP with a strong brand, but content that didn’t reflect it. With three locations, diverse clients, and an amazing range of events and services, the Miraval experience is not easily captured!
They wanted to ensure their digital presence accurately reflected their elevated, mindful atmosphere, drew new guests in, eased their experience, kept them engaged even after their visits, and could respond to marketing needs throughout the year.
We began with foundational content, thoroughly capturing each property and service to deliver stunning property tours, scripting a compelling brand overview, and bringing viewers into the range of experiences they could have at Miraval.
We were then able to remix that content to connect to specific target guest demographics, telling stories that spoke to their needs and hopes. We also captured events, brand partnerships, and fireside chats throughout the year to share insights, showcase current updates and give viewers a more complete understanding of Miraval’s consistent mindful and growth efforts. Paid ads and social media posts adapted from this content to extend the value of our work.
Our third phase took an even more personal approach. Staff profiles created a connection between future guests and the experts they’d be guided by onsite, building trust as they shared their backgrounds, personalities, and approaches. Guided Classes offer a sneak peek at the services Miraval offers, and allows anyone to learn, experience mindfulness, and try different meditation styles at home. We also elevate each aspect of Miraval’s guest experience with welcome, training and “take home” content. Using animation added variety to the Miraval content library, reflected their brand feel with the style, colors and characters, and worked to engage viewers immediately.
Our most recent phase most directly addresses pain points and extends the Miraval experience beyond the resort visit. Take-home experiences like a sound library and guided meditations allows guests to continue their mindfulness journey on their own. Video tutorials integrated throughout their website and digital platforms answer common questions, guide potential guests towards booking and set them up for the best possible visit with ease. Ads and social posts draw attention to new experiences, support current marketing campaigns and grow general awareness of what Miraval has to offer.
Our most recent longform content focused on Miraval’s Group Trip experiences, both for family and friends, as well as corporate retreats. Storyboards turned into gorgeous visuals that truly reflect the environment, relationship building and growth Miraval Resorts can offer visitors. This content was designed to live on their websites, be shared in sales situations and cut down for social sharing.
Moving forward, we continue to showcase new experiences, elevate processes with effective content, and deliver social posts and ads for a wide variety of platforms. Their unique, mindful, natural brand is reflected in all we do, resulting in a soundscape-forward, easy paced, authentic content library.
Results of our work together include a robust video content library, an elevated brand presence online, more effective marketing campaigns, increased bookings and higher brand awareness.
Our extensive library is constantly building, giving us a wide range of content to pull from for any new deliverable, extend the shelf life of our production, and respond to client needs immediately.
Get ready to grow your brand smarter, faster and more predictably with INDIRAP. Book a time to speak with one of our growth experts today and learn how you can turn content into profit for your business.
