Brand Tone

Inspirational & Aspirational, Mindful & Serene, Nurturing & Supportive, Luxurious yet Approachable/Authentic, Experiential & Engaging

Brand Values

• •Mindfulness
• •Balance
• •Transformation & Personal Growth
• •Wellbeing (Holistic)
• •Connection
• •Authenticity
• •Intentional Disconnection
• •Choice

Best Practices

• •Speak from a Place of Calm Confidence: Use language that is reassuring, gentle, and knowledgeable, reflecting the serene and expert environment of Miraval.
• •Focus on "You" and a Journey of Transformation: Center the copy on the guest's personal experience, their intentions, and the potential for positive change and self-discovery.
• •Employ Evocative, Sensory Language: Describe the sights, sounds, tastes, and feelings associated with the Miraval experience – the desert air, the taste of mindful cuisine, the peace of a meditation session.
• •Emphasize Mindfulness and Presence: Consistently weave in the concepts of being present, intentional living, and the benefits of disconnecting to reconnect.
• •Maintain Authenticity and Empathy: Write with genuine care and understanding of the guest's desire for balance and wellbeing, avoiding overly clinical or impersonal language. Reflect the brand's accepting and non-judgmental personality.

Social Perception

Highly Esteemed & Reputable, Transformative Sanctuary, Luxury Escape, Innovative & Comprehensive, Aspirational, Committed to Wellbeing Beyond Guests

Copy Examples

• •Headline: Rediscover Yourself. Reconnect with Wonder. Body: In a world that never stops, Miraval is your sanctuary to pause, breathe, and listen. Here, amidst serene landscapes, your journey to a life in balance begins. Explore, experience, transform.
• •Headline: The Path to Wellbeing is Paved with Intention. Body: What do you seek? At Miraval, every experience, every moment is an opportunity to align with your deepest intentions. Let our specialists guide you, let nature nurture you, and let your authentic self emerge.
• •Headline: Unplug. Unwind. Unleash Your Potential. Body: Leave the digital noise behind and step into Miraval Mode. Immerse yourself in transformative activities, from mindful movement to soul-stirring equine encounters. Discover the profound peace of being fully present.
• •Headline: More Than a Getaway. It's a Journey Inward. Body: Miraval isn't just a destination; it's a catalyst for change. Indulge in luxurious spa treatments, savor nourishing cuisine, and engage in experiences designed to awaken your spirit and restore your balance.
• •Headline: Your Invitation to a Life in Balance. Body: Experience the Miraval difference. Personalized wellness, mindful moments, and the space to simply *be*. Book your transformative retreat today and connect with your best self.