Market Overview

The biggest star of Golden Door's new celebrity campaign is the one behind the camera. Annie Leibovitz.


The biggest star of Golden Door's new celebrity campaign is the one behind the camera. Annie Leibovitz.

Annie Leibovitz photographs Golden Door guests in 'Human Again' media blitz

PR Newswire

SAN MARCOS, Calif., July 26, 2018 /PRNewswire/ -- Two icons come together in a fresh new campaign that transcends the destination spa category: Golden Door, the iconic luxury retreat long favored by old and new Hollywood, and Annie Leibovitz, the iconic photographer of our times and designated Living Legend.

Golden Door. (PRNewsFoto/Golden Door Properties, LLC)

"Annie is a master storyteller who captures her subject's inner essence with striking insight and humanity," says Kathy Van Ness, COO of Golden Door. "Her artistic vision aligns so well with our mission here at Golden Door. We were absolutely ecstatic when she signed on to do it."

Each ad in Golden Door's "Human Again" campaign features well-known guests who tell first person stories of profound personal transformation sparked by their experiences at the luxury retreat. While Golden Door has always elevated the concept of retreat to a higher level, the message here is that no matter whom you are, the greatest luxury of all is becoming human again.

The guests featured are entertainment mogul, Chaz Ebert, a guest at Golden Door 70+ times; wine entrepreneur Pavi Micheli Lawson, 22 times; culinary power couple Chef Ludo and Krissy Lefebvre, 6 times; and TV fashion and style arbiter, Joe Zee, 2 times.

Says celebrity chef Ludo Lefebvre, "Shooting with Annie at Golden Door, the one place that brings an immediate sense of calm the minute you walk through that door, was definitely the best experience I ever had in front of the camera. When Annie Leibovitz tells you to do something, you trust her and you do it, even if it is to take your shirt off."

The campaign was developed by LA-based Grace Creative, a boutique agency dedicated to marketing to women. The "Human Again" campaign launched July 18th with full-page spread ads in The Hollywood Reporter, and will include outdoor, digital and social media.

About Golden Door

The Golden Door experience empowers each guest to achieve a healthy mind, body and spirit. Guests relax, restore, and refresh on a journey focused on personalized fitness, spa and nutrition programs, thoughtfully designed to meet the specific goals and needs of each individual. Located in a serene valley a few miles north of San Diego and south of Los Angeles, the Golden Door is dedicated to preserving and enhancing the tranquility of our unique spot on earth. The resort is nestled in 600 acres of nature to hike, run or simply explore at your own pace. With more than 30 miles of hiking and walking trails, mountains to climb, vistas to discover, and a bamboo forest that gives voice to the wind, guests are surrounded by breathtaking beauty that nurtures the soul. Golden Door resort donates 100% of profits to further charitable causes that match the mission and objectives of the property.


Cision View original content with multimedia:

SOURCE Golden Door

View Comments and Join the Discussion!