This week Nick Parker’s “Tone Knob” Substack shared with us the story of the Rochambeau Club, with the tagline “It’s refined. It’s exclusive. It’s… not real?”. The tone of voice reminded me of one of my favourite campaigns ever (yes, I worked a lot in marketing in years past), the Simple Relaxation campaign we created back in 2008 at and for The Reef, a beachfront resort in Cayman back.
Led by our “relaxation guru”, Jake Wheeler (was he real, or a fabrication?), we promoted “simple relaxation” everywhere and with everything, including cards we randomly put in every guest room.
The themes of relaxing and slowing down are ever more vital for us as humans and leaders today than they were back in 2008. At least we aren’t tied to our Blackberries 24/7 anymore though, eh?
Oh…