Transforming the city of Spa into a World-Class Wellness Destination: A Case Study in Repositioning and Branding
- Problem : how to unite the people of Spa around an idea, a central concept to create a feeling of pride and support (Spa, a place to call home) and make it shine outside (Destination Spa).
- Solution : By embracing both its unique strengths and areas for improvement, Spa can boast an image rich in contrasts that sets it apart. With a fresh, new image and a compelling communication strategy, residents and visitors will feel a strong sense of pride and connection to their city and become ambassadors for its revitalized brand.
- Roles : Brand Strategy, Brand Identity, Brand development, Slogan.
- Collaboration : Doris à Collerette (D.A.C), Visual brand identity and brand development.
Context
The city of Spa, located in Belgium, had a challenge in repositioning itself as a premier destination for wellness and cultural tourism. The city, which is recognized by UNESCO as a “Great Spa Towns of Europe” and has a rich history in the spa and thermal industry, wanted to modernize its image to better reflect its unique identity and aspirations.
Approach
To address this challenge, an intensive research and analysis process was undertaken by the city’s tourism office and representatives of the local community. This process included 55 one-on-one interviews with key stakeholders in the city and a survey of 257 citizens on a voluntary basis.
The results of this research revealed the need to better highlight the essence of Spa as a place of wellness, culture, and discovery.
A new image for an unforgettable experience
Based on these findings, the city decided to launch a new brand, “Ville de bien-être, par excellence” (which could be translated by “A city of wellness, per excellence”) and a new slogan, “The Original“.
The slogan was chosen because it perfectly reflects the unique, original, and diverse character of the city. Spa is a city of contrasts, where nature and culture are in harmony, where heritage and modernism coexist, where one can find both shopping and hiking opportunities, and where the proximity between citizens combines perfectly with its international reputation.
In addition to its rich history, Spa is also a city of wellness, with famous thermal baths and numerous green spaces that provide an ideal setting for relaxation and rejuvenation. The city also offers a variety of cultural, entertainment, leisure and shopping activities.
With this new image, the city of Spa positions itself as a premier destination for those looking to combine relaxation and discovery in a historic setting. The new image is not just a new logo, but a complete rebranding that aligns with the city’s actual identity and aspirations.
The process was also participatory, involving the citizens and key actors of the city to make sure that the new brand is well-aligned with the city’s vision and aspirations, and that it resonates with the local community as well as with the visitors.
The new image of Spa is an authentic, original and inclusive representation of the city, that will help it to attract more visitors and to create a memorable experience for them.
As we near the conclusion of our project, I want to express my great satisfaction with the experience. Your contributions, including your dedication, expertise and the exceptional caliber of the final product, have left a lasting impression and have been greatly appreciated.
Isabelle Grégoire, Director of the Tourism Office of Spa
