BALNEA spa + réserve thermale has launched its new summer campaign under the theme “Rest Above All,” aiming to shift the perception of rest from an occasional luxury to a vital priority for daily well-being. To amplify this message, BALNEA leveraged the expertise of Espace M, which developed a targeted and contextual media approach.
At the heart of the campaign is the idea that rest is just as productive as the constant effort traditionally valued in our society. Hugo Martin-Bonneville, Director of Marketing and Communications at BALNEA, explains: “Putting rest first is a way to challenge the belief that success requires constant and intense effort. Taking time to do nothing is also productive. This mindset allows our guests to fully enjoy the unique facilities of BALNEA spa + thermal reserve.”
With evocative visuals captured by Mathieu Lachapelle and Alysson Gendron-Gallant, the campaign contrasts moments of overwhelming daily overload with the natural serenity offered by BALNEA, reinforcing its message on the necessity of regular rest.
Espace M implemented a media strategy specifically designed to reach consumers in moments conducive to the campaign’s message:
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Digital out-of-home (DOOH) billboards strategically activated during rush hours to reach people in moments of daily stress.
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A carefully curated selection of placements along home-to-work routes to connect with consumers at times when the need for rest is most deeply felt.
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Contextual digital placements in relevant environments, ensuring a coherent and effective presence across various online platforms.
Thanks to this precise and tailored media strategy, Espace M enables BALNEA to effectively reach its target audience, reinforcing the importance of making rest a true daily priority. This campaign is a perfect example of how a well-thought-out media strategy can significantly contribute to a brand’s success and positive impact.
Source: Grenier
