Ermitage Terme Medical Hotel
Ermitage Terme Medical Hotel
About the Brand
Ermitage Medical Hotel is a 4-star hotel located in a very peaceful setting in the Euganean Hills, near Abano Terme, within the largest thermal basin in Europe.
It differs from all other facilities because it is the first true Medical Hotel with certifications officially recognised by the Italian Ministry of Health.
The Hotel is authorised to provide both natural thermal cures and rehabilitation and physical medicine, as part of specialised health programmes dedicated to cardiovascular prevention and neurological, lymphological and orthopaedic rehabilitation.
Side by Side with Ermitage, to Communicate Starred Hospitality and Medical Excellence
The Objectives
The client’s primary objective was to have a new identity, verbal and visual, and a renewed positioning that would emphasise strengths such as: prevention, protection and rehabilitation, pure relaxation stays, and the specialist medical team available to patients, family members and treating doctors. In addition to this, the Ermitage Medical Hotel aimed to:
- Increase the visibility of its official website
- Expand its international target audience
- Communicate the reopening of the medical area of the hotel in total safety and in compliance with all anti-Covid health guidelines.
The SAY Strategy for Ermitage
In a sector as competitive as the hospitality industry, developing a strategy for Ermitage Medical Hotel was crucial: together with the client we identified the brand’s strengths and unique value proposition, building them into a multi-channel strategy.
We devised a different tone of voice for each target group and a new payoff: Feel good. You’ll feel better, which expresses the beneficial effects, both physical and emotional, that a stay at Ermitage Medical Hotel provides.
We analysed the competition, the market and the target’s online behaviour, and then translated all this into actions with a more immediate effect and others more long-term. We boosted the website’s multilingual SEO, and launched continuously optimised Google Ads and Facebook Ads campaigns.
We developed dedicated landing pages for different countries within the Hotel’s target market area and created social profiles to increase engagement with people interested in staying in a starred medical facility. Finally, through a targeted direct email marketing strategy, we successfully reached specific market niches.
It’s time to RESURFACE and Honour the Father and the Mother: Two Creative Campaigns to Communicate Wellness and Safety
“It’s time to RESURFACE” is the claim for the 2020/2021 campaign that has accompanied the Hotel towards the reopening of the areas dedicated to rehabilitation and prevention since May. To Resurface means to return to the surface with a new awareness after having descended to the depths: this is what Ermitage Medical Hotel has also done, adapting its environments to strict health protocols, to make them safe and practicable, both for medical staff and patients.
“It’s time to RESURFACE” was the subject of the communication for the online ADV (on Google and Facebook Ads), on social media, through the newsletter, on the official website and in the national press, newspapers and periodicals. The campaign aimed to attract interested contacts and restore confidence in those wishing to take care of themselves without risks.
“Honour Father and Mother”, on the other hand, is a claim that communicated a strong message launched during the second wave of the Covid-19 pandemic (autumn/winter 2020): the campaign introduced the Silver Age programme, designed to safely accommodate the elderly guests and their families. Honour your father and mother was launched through interviews on TV channels, in print and digitally on social media, on the website, in newsletters and with ADV campaigns.
The Results of the Strategy for Ermitage
Thinking, Planning and Action: this is the unique method we use at SAY to develop each project. Fluid and flexible, our approach allows us to map out a tailor-made path each time, strategically adapting these three steps to achieve the best results.
From June to August 2020, Ermitage Medical Hotel recorded:
of visits to the website.
of clicks on the phone number.
The Experience of Ermitage Terme Medical Hotel
“What convinced us most of all was the agency’s humility and intellectual honesty. The web sector is full of “magicians” who quickly promise contacts, bookings and the acquisition of new markets, often focusing only on describing themselves, without understanding their customer. At SAY, I have found an uncommon ability to listen. I would define our partnership with the word “immersion”for the intensity, the sharing and the search for a deep customer/supplier bond.”
Marco Maggia
Owner Ermitage Medical Hotel
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