Alba Thermal Springs
Unveiling a coastal sanctuary that grew Australian anticipation into global renown.
When Alba Thermal Springs prepared to open on the Mornington Peninsula, we were challenged with steering both pre-launch anticipation and post-launch momentum. The brand had to feel rare, desirable and timeless, while still practical enough to drive bookings from day one.
Positioning Alba against luxury hotels as much as established spas, we identified a primary market of discerning wellness-seekers, supported by couples, groups, interstate and international travellers. From there, every element of the brand experience had to reinforce Alba’s promise of “life optimised.”
The pre-launch phase was about cultivating desire. We created a complete brand ecosystem that stretched across identity, elegant design and refined collateral. A new website, integrated with CRM, made the booking process seamless and set up a framework for loyalty. Social channels were given a clear content strategy to grow a following, while a distinctive photographic and film style gave Alba an exquisite identity of its own.
PR seeded stories across luxury, lifestyle and travel outlets. Ambassadors and influencers were carefully selected to build credibility, while trade and tourism marketing secured Alba’s place as a flagship for world-class wellness.
As launch approached, anticipation was channelled into theatre. Exclusive previews for media and ambassadors, curated pop-ups in cultural hotspots and a landmark opening event built around stillness, ritual and sensory detail created the sense of occasion Alba deserved.
Post-launch, the focus shifted to keeping momentum with sophisticated CRM programs, loyalty strategies and campaign templates nurturing repeat visits and advocacy, while reputation management made sure Alba’s promise was lived out in every review.
The result was the arrival of Australia’s most luxurious hot springs retreat: a destination that continues to set new standards for the wellness industry, and consistently earns international recognition and acclaim.
