The RFP involved at least four agencies, said Allyn Magrino, president & COO of Susan Magrino, and a team of six people will work on the year-long contract.
In March, the agency worked with Canyon Ranch on an event in New York City to increase consumer awareness about its spa locations in Tucson, AZ, Lenox, MA, and Miami, FL. At the time, Canyon Ranch had no AOR.
For the event, Susan Magrino invited a group of “high-powered” women and men from different businesses in the city, promoting the fact that Canyon Ranch has many offerings, such as healthy food and outdoor activities. The agency also got the word out through TV and print media.
In its new role as AOR for Canyon Ranch, the firm will try to increase brand visibility around the country and spread the message about the resorts' offerings by forming strategic alliances and potentially hosting special weekend events.
Susan Magrino's other travel and destination clients include The Plaza Hotel and Sandals. It will use traditional media outreach and social media, specifically working with bloggers.
“We have a great background in health and wellness in the agency's history, so we know the right people to get to and the blogging community is certainly an influential one that we have to include,” Magrino explained.
Separately, Susan Magrino also recently won a project with celebrity chef Mario Batali to promote his book Molto Batali: Simple Family Dinners from My Home to Yours, which will be published on October 25. Last year, the agency also worked with Batali on the launch of his New York City restaurant Eataly.