YPBR to Build Brand Identity of Canyon Ranch

ATLANTA Canyon Ranch has chosen Yesawich, Pepperdine, Brown and Russell to develop a corporate image campaign, the client confirmed.

The Orlando, Fla., shop will create internal and external communications efforts that will market the Tucson, Ariz.-based company, sources said. Canyon Ranch’s resort, spa and residential properties are included in the agency’s media plan, which will be reviewed Jan. 5, said Harley Mayersohn, vice president of marketing for the client.

“YPBR has been selected to develop the brand platform, architecture and identity of all of the Canyon Ranch properties,” Mayersohn said. “The most important element will be establishing and communicating a point of differentiation to our target audience.”

Canyon Ranch health resorts in Tucson and Lenox, Mass., and Canyon Ranch SpaClubs in Las Vegas and Orlando are among the properties that will be promoted. The company’s first healthy living residential community, Canyon Ranch Living, is scheduled to open in 2005. In 2004, Canyon Ranch will introduce its third SpaClub aboard the Queen Mary 2 ocean liner. Advertising plans for all six properties will be announced in early 2004, Mayersohn said.

YPBR was chosen following a review that included three undisclosed shops. Campaign spending was not disclosed.