With a nationwide legacy as a leading conference center and more recent reputation as an upscale gathering place for the community, Lansdowne had shifted its positioning within the hospitality marketplace. On the horizon of bringing wellness to the forefront of this property widely recognized for golf, spa, weddings, group and leisure business, Lansdowne enlisted Dana to lead the resort’s comprehensive rebranding.
The first step in the process was to conduct a Dana GPS™ (Global Planning Session), which gathered key stakeholders to discuss and identify objectives, strategies and tactics. Leveraging that wealth of data, the Dana team was able to execute our proprietary Brand Clustering™ process. As the core of the new Lansdowne brand, “discovery” was brought to life through the discover your self tagline and distinctive brand story. The brand was further developed in a comprehensive style guide outlining core values, brand pillars, brand promise and brand story customized for each audience segment. In an additional exercise, Dana crafted 120 individual brand touchpoints and touchless points to engage guests with the Lansdowne brand across their customer journey.