Summary.
Problem: Create a launch campaign for a resort that seeks to provide a meditative experience for guests to rediscover themselves and find a new appreciation for life.
Insight: When children move out, parents lose the identity of caregiver that they've occupied for 18+ years.
Opportunity: Provide a space for empty nesters to rediscover themselves, separate from their relationship with others.
The Business
The Vanya is a fictional resort in Anchorage, Alaska. It provides a space for high earning individuals to engage in self-reflection and help understand themselves more deeply. For this project, we were tasked with creating a launch campaign.
Who Is In Need Of Self Discovery?
We started by searching for a group that needed the Vanya the most.
We Found:
Empty nesters are among the most overlooked members of our society.
66% of parents feel loneliness when their kids move out of the house or the ‘empty-nest syndrome’
98% of parents said that they had felt ‘extreme grief’ after their child had gone to university for the first time
94% admit they’re not quite ready for the enforced peace and quiet
How Can The Vanya Help?
We Discovered:
Empty nesters aren’t just grieving the loss of their old family life. They are grieving their loss of self. For the past 18+ years their identity has been “caregiver” and it can be difficult to accept that they’ve accomplished their role
So…
Empty nesters are not in need of self discovery. They are in need of self (re)discovery. We decided to remind parents that they are also their own complex individuals and encourage them to leave the nest as their children do the same.
To the real me: You’ve been missed.
This campaign is a series of out of home and digital placements strategically placed in times where empty nesters need the most support.
Out of home ads in grocery stores
One of the more overlooked changes in empty nesters’ weekly routines is purchasing groceries. For the first time in years, parents are now shopping for one fewer person. We want to make sure that Vanya is nearby if parents feel unsure.
Digital ads on streaming platforms.
We learned that 60% of American empty nesters own smart tv’s. We decided to target these viewers during times that may have previously been spent with as a family that may now be spent as a couple
Airport Activations
Empty nesters are much more likely to increase their travel plans after their children have moved out. Because travel planning is a time intensive process, we want to get in front of empty nesters while they are already traveling and experiencing new adventures. With this approach, we can approach our target audience while they are already in the travel mindset.
Royal Caribbean Partnership
Unlike every other state, most of Alaska tourism arrives by cruise ship. We decided to partner with Royal Caribbean through a price bundled cruise experience. This package would specifically appeal to travelers with an extended travel schedule such as retired empty nesters.
