Most brands try to change perception with one big moment. We did it with momentum.
When ResortPass partnered with Proof, the brand already had strong awareness in Phoenix, but it lived in a very specific box. People knew it for pool day passes and cabana rentals at high-end resorts. That association was clear and consistent, but limiting.
At the same time, Scottsdale is known for having one of the highest concentrations of resort spas in the country outside of Las Vegas, creating a natural environment for elevated yet practical self-care experiences. This made Phoenix a strong market for ResortPass to deepen its connection to spa and wellness usage.
Rather than relying on a single campaign moment, we developed a five-month presence designed to expand how, when, and why people turn to ResortPass.
A Different Kind of Campaign
This campaign was designed as a continuous series of touchpoints that kept ResortPass in the conversation across seasons, settings, and audiences.
Each activation was intentionally different in format, but consistent in message. Whether someone encountered the brand at a retail center, a workout event, or through an influencer’s content, the takeaway was the same. ResortPass makes luxury feel easy, local, and worth repeating.
That consistency is what allowed the message to stick.
Building Presence Across the City
Over five months, Proof embedded ResortPass into the Phoenix lifestyle by showing up in the moments that matter to its audience.
We connected the brand to major cultural events, seasonal behavior shifts, and wellness-driven experiences, including:
- A Bad Birdie collaboration tied to Waste Management Open energy, where we created a social giveaway that blended golf culture, retail, and ResortPass access into one cohesive moment
- Spa Santa, which reframed spa visits as timely, giftable experiences during the holiday season instead of occasional splurges
- An MLB WAGs Team Captain kickoff that tapped into a socially connected, lifestyle-driven audience and positioned ResortPass as ideal for group outings
- A Black Friday activation at Kierland Commons that brought the brand into a high-intent shopping environment
- Valley Girl Market, where ResortPass aligned with a curated, female-forward audience already primed for discovery and lifestyle spending
Each of these moments met the audience where they already were, instead of asking them to change behavior.
Extending Into Wellness
To deepen the repositioning, we moved ResortPass beyond hospitality and into wellness culture.
The Kaleidoscope Juice partnership became a defining piece of that strategy. Together, we launched The Elixir, a co-branded beverage that translated the feeling of a spa day into something tangible and shareable. It gave influencers and consumers a way to connect with the brand outside of a booking moment.
Proof developed the full strategic framework and led execution from concept through post-event reporting. We identified and secured 27 Phoenix lifestyle influencers whose audiences aligned with ResortPass’s ideal demographic, prioritizing creators known for authentic storytelling.
Our team managed:
- Influencer vetting, outreach, confirmations, and briefing
- Messaging guidance to ensure ResortPass remained central to every post
- Event flow planning and content capture moments
- On-site brand integration and narrative alignment
- Post-event follow-up and performance tracking
Each influencer was guided to anchor their content in themes of convenience, group accessibility, and restorative value. We ensured the event environment supported those messages visually, from spa touchpoints to lounge setups to Elixir sampling moments.
That moment did more than generate awareness. It created direct interaction, trial, and lead generation within a wellness-first environment.
What Made It Work
The success of this campaign was not driven by any single activation. It came from how everything connected.
We ensured that every touchpoint reinforced the same core ideas:
- ResortPass is not just for special occasions
- Luxury can be convenient and local
- Spa days can be part of a routine, not a rarity
At the same time, we varied the environments, partners, and formats to keep the brand feeling fresh and relevant instead of repetitive.
The Result: A Shift in Behavior, Not Just Awareness
By the end of the five months, ResortPass was showing up differently in Phoenix. Not just in terms of visibility, but in how people talked about and engaged with the brand.
Instead of being tied to one use case, it became associated with multiple moments. Shopping days, wellness routines, group outings, seasonal plans. The brand moved from a single-purpose tool into a flexible lifestyle option.
That kind of shift does not come from a single headline.
It comes from showing up consistently, in the right places, with the right message, until the audience starts to see you differently – that is what we built.
Interested in changing the narrative about your business? Contact us here to start the conversation.
