adam deflorian, azds interactive group + josh surridge, canyon ranch - champagne, cavier and...

Champagne, Caviar and Content

Nashville & Emma Rock

Adam DeflorianCEO of AZDS

Joshua SurridgeCorporate Digital Marketing ManagerCanyon Ranch

Challenge OneCreation of content that is share-worthy (authenticity)

Solution OneA-U-R-A

Challenge TwoCreation of content that will ultimately transact a sale

Canyon Ranch® in Lenox, Massachusetts

The sale is added value

Canyon Ranch® in Tucson, Arizona

Canyon Ranch® in Tucson, Arizona

Solution TwoEarn the right to ask for the sale – and then ask!

Canyon Ranch SpaClub® in Las Vegas, Nevadaat the Venetian | at the Palazzo

Challenge ThreeEmpathy

What makes content sharable?

Source: The Guardian

Source: The Guardian

Solution ThreeSomething only humans can do

Challenge FourPlanning your tests and learnings at the beginning

Canyon Ranch SpaClub® aboard Cunard’s Queen Mary 2

general CTA vs. specific CTA

Behavior per acquisition channel?

Canyon Ranch® in Tucson, Arizona

Canyon Ranch SpaClub® aboard Celebrity’s Reflection

Solution Four“A journey of a thousand miles begins with a single step.” –Lao Tzu

Canyon Ranch® in Kaplankaya, Turkey

Challenge FiveDistribution channels for content

Solution FiveBuzz Sumo, Inky Bee, Influencer Outreach

Challenge SixMeeting expectations for modern, grounded luxury

Canyon Ranch® in Tucson, Arizona

What is modern, grounded luxury?

What is modern, grounded luxury?Meaningful moments | impactful experiences

What is modern, grounded luxury?Meaningful moments | impactful experiences

The freedom of the curated best

What is modern, grounded luxury?Meaningful moments | impactful experiences

The freedom of the curated best

Getting everything you want and nothing you don’t

What is modern, grounded luxury?Meaningful moments | impactful experiences

The freedom of the curated best

Getting everything you want and nothing you don’t

Luxury that is felt, not perceived

What is modern, grounded luxury?Meaningful moments | impactful experiences

The freedom of the curated best

Getting everything you want and nothing you don’t

Luxury that is felt, not perceived

Exclusivity that is bounded by taste, not solely by means

What is modern, grounded luxury?Meaningful moments | impactful experiences

The freedom of the curated best

Getting everything you want and nothing you don’t

Luxury that is felt, not perceived

Exclusivity that is bounded by taste, not solely by means

Highest quality materials rather than excess of status symbols

Canyon Ranch® in Lenox, Massachusetts

Canyon Ranch® in Tucson, Arizona

Solution Six“It takes two to speak the truth – one to speak and another

to hear.” –Henry David Thoreau

Canyon Ranch® in Kaplankaya, Turkey