Be at the lake, truly you.

The Meersburg Therme has been a gem on the lake for over twenty years. After a year of complete renovation, it was important to communicate the reopening appropriately. With a completely new communication strategy. Comprehensive. Appealing. Inviting.

This is precisely where the strategy comes in: the aim of Meersburg Therme is to give its visitors a wonderful day at the lake. Today. Tomorrow. The day after tomorrow. Any time. To this end, it offers the perfect setting for rest, relaxation and refreshment – wellness cubed, so to speak. All communication measures – offline and online – contribute to this. The promise: be completely at one with yourself at the lake.

For the presentation tour in front of the supervisory board and the mayor of Meersburg, on the brochure boat touring the lake at the start of the season, as well as for the website and use on social media, we developed a trailer that makes you want to gently slide into the water from the edge of the pool and just drift away.

Thermal baths – sauna – rituals – cuisine: these are the four menu items that lead guests to their desired destination, always accompanied by the option to purchase a voucher via the online shop. The website is the core element of communication, combining impressions of the renovated thermal baths with an informative magazine.

A high-frequency social media strategy keeps all interested parties informed via posts and reels about the construction progress in the final phase of the renovation and the upcoming opening events.

First relax, then toast – followers on Instagram get regular insights into the construction phases and everything that goes with it. Here, for example, about the cooperation with the Hirsch Brewery. Cheers.

A quarterly newsletter highlights seasonal topics and provides information about current offers.

The word and figurative marks are central. The Meersburg M on its three pillars reflected in the water symbolises continuity. The word mark set apart from it signals independence while at the same time conveying a connection to Meersburg’s tourism offering. The colour is fundamental, matching the colour spectrum of the thermal baths tone-on-tone throughout the business stationery, whether on business cards or in documents such as press releases, menus or letter templates.

The key visual for all applications. In advertisements. On large surfaces, in notices.

Ten cards with ten feel-good moments – to take away, hand out or send. With motifs that can also be found on the website and social media. The message: The thermal baths are reopening – come by, be yourself. At the lake. With us – at the thermal baths.

The Meersburg Therme has a lot to offer. Feel-good moments – certainly. But also massages and rituals. These include mineral salt treatments. And if you like, you can also enjoy these at home. The high-quality mineral salt in the Meersburg Therme look is part of the merchandising range. And further items will follow.

A new thermal spa alone is not enough. It also needs staff. Our HR communications department supports Meersburg Therme in searching for and finding suitable personnel. The most important requirement is probably this: a smile is part of our attitude.

Refined and unobtrusively discreet: the signage system does not dominate the foreground, yet it is groundbreaking in terms of style: paths in Boston Light, locations in Quiche Sans italics and specially developed icons based on this ensure that everyone arrives safely.

Find what everyone is looking for more easily – thanks to six monitors providing information about outdoor and lake temperatures, infusions and ceremonies, as well as food and beverages.

Over 150 invited guests, including the mayor, the district president, the local council, and members of the federal and state parliaments, attended the official opening. The opening ceremony, choreographed by Schindler Parent and hosted by Manuela Schwarz, was a resounding success and an excellent start to the spa’s first season.