Miraval Arizona spa launches loyalty program

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Miraval Arizona, a spa located in Tucson, launched a loyalty program on April 7 called “Authentic Circle.” Ideocracy worked on creative for the loyalty program and accompanying direct mail and e-mail campaign.

The program features three levels of membership based on the frequency of consumer stays. Benefits include room upgrades, priority access to activities, invitations to program events and resort credits. Members also receive a complimentary subscription to a branded digital magazine. A group of “Authentic Circle advisors” also ensures that members get the benefits they've earned.

“We previously had an arrival gift program where loyal guests were rewarded with a different arrival gift based on their frequency of stays,” said Alisha Mahon, director of PR for Miraval Arizona. “Now, visitors also receive many other benefits that were not extended with the previous program.”

The loyalty push is part of a larger brand identity campaign launched earlier this year, focusing on the Miraval customer experience, Mahon said. It includes print and online ads. The initiative's tagline is “You won't find you anywhere else.”

“We feel this will cultivate the existing relationship we have with our return guests while they are here and after they return home,” said Mahon. “We are reaching out to members of the program through direct mail and e-mail.”

Both the e-mail and the direct mail promotions include a letter from Philippe Bourguignon, CEO of Miraval, and details of the program's benefits.

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