Thermenresort Loipersdorf: A flagship reinvents itself! (Chiara & Isabella)

Thermenresort Loipersdorf: A flagship reinvents itself!
With a fresh concept, the thermal spa operator wants to stand out from the classic thermal spa advertising in the future.
A fresh wind was desired in the thermal spa Loipersdorf. The result is a catchy claim and a complete relaunch of the corporate identity of the largest Styrian thermal spa. 
Figure 1: Photo credit Thermenresort Loipersdorf

After a thorough market analysis, the principles of vision, mission and values were also revised and summarised in a new mission statement. A first step towards the planned remodelling of the most important tourism employer in an entire region. 


At the same time, an agency tender was held. The wishes and specifications of the management were extensive. The aim was to pack 40 years of Therme Loipersdorf and the feelings of happiness of a thermal spa holiday into the new communication and thus score points. The Viennese creative agency Zeppelin, Emil, Ludwig could score with fresh and sustainable ideas. 

From January 2020, the feeling of loyalty, the diversity of the spa resort and the valued closeness to the visitors will be transported to the outside world with the new marketing campaign. It should show everyone: We are not a conventional thermal spa. The Loipersdorf thermal spa resort is versatile, surprising and inspiring. Our strength is the variety - so that we can always say: "Loift with us! (APA-OTS Tourismuspresse, 2020).

Dimension of Innovation: What is new? For whom is it new? How new is it?
The claim is new and there is a relaunch of the CI of the company. It is incremental – not a completely innovation as other Hotels did a relaunch of their CI before. It is new for the company but not new for the market. Structure innovation. 
What type of innovation?
Innovation in Management
What can you find about the background of the innovation? Who was the innovator? Story of the invention? 
The aim of the management was to pack 40 years of Therme Loipersdorf and the feelings of happiness of a thermal spa holiday into the new communication and thus score points. The Viennese creative agency Zeppelin, Emil, Ludwig could score with fresh and sustainable ideas. 
How has it been generated? Possible learnings about the innovation process (what does it need to develop an innovation like this?
To develop an innovation like this you need a creative agency that has the right ideas and skilled staff. What you can learn about this innovation process is that a relaunch in the company CI is a good idea to freshen up a company that exists for 40 years. The innovation came up in the management of the company and then they got help from the creative agency. 

Source: APA-OTS Tourismuspresse (2020). Thermenresort Loipersdorf: Ein Flaggschiff erfindet sich neu. Retrieved from https://www.tourismuspresse.at/presseaussendung/TPT_20200102_TPT0001/thermenresort-loipersdorf-ein-flaggschiff-erfindet-sich-neu


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