Navigator helps Sauna360 to strengthen the Tylö brand
In 2024, Navigator initiated a collaboration with Sauna360 to lift the Tylö brand and strengthen communication around their popular sauna and wellness products. Together, they created a new communication concept and a comprehensive activity plan with targeted efforts for both digital and print channels.
The Swedish brand Tylö, which today is part of the international group Sauna360, has been a pioneer in saunas, steam rooms and wellness solutions since 1949. Tylö is a brand appreciated worldwide for its high quality and innovative design. Thanks to its extensive dealer network, Tylö has a strong international presence, and with Navigator's help, Tylö wants to further strengthen its global position and broaden its reach.
New communication concept
To start the assignment, Navigator developed a new communication concept for Tylö. The aim of the concept was to highlight Tylö's products as a source of health and well-being, with the message that the sauna is the well-deserved reward - a moment of peace and recovery. In the sauna, there is room for reflection and re-energizing, a natural part of a balanced life.
The new communication concept highlights Tylö products as a source of health and well-being.
Activity plan that reaches the right target groups
In addition to the new communication concept, Navigator and Tylö have also developed a detailed activity plan. A solid plan with activities that describe how, where and when the message will be presented. The work began with a target group analysis where different personas representing Tylö's target groups were developed.
The activity plan focuses on different content themes that will create clearer recognition and a better variety of Tylö's product categories. The activities include both digital elements, in-store marketing and traditional print advertising in physical media.
"We see a clear trend where print media once again plays an important role, which makes advertising in newspapers and magazines a natural part of our strategy to create mental accessibility. It's about finding a balanced mix between traditional and digital channels to gain reach and reach out in the best way" says Peter Imhäuser, Strategist and Client Director at Navigator.
The activity plan includes traditional print advertising in physical media such as magazines.
Collaboration that renews the brand
During the project, Navigator has delved deep into Tylö's product range and dared to challenge the traditional approach to saunas to find a new, exciting angle that attracts the target group.
"Navigator has given us valuable insights and challenged us to think in new ways, which has been extremely rewarding. Their experience and strategic overall perspective have really provided the conditions for strengthening our brand," says Kajsa Nydahl, Marketing Manager at Tylö.
"Working with a premium brand like Tylö, where quality and tradition are central, requires us to find the right balance between innovation and respect for the brand's heritage," says Peter Imhäuser.
Much of the advertising is done digitally on social media.
Stable work process
The collaboration with Navigator has given Tylö a new communication concept that not only highlights their products, but also better conveys their vision of health and well-being. By addressing and attracting both new and established target groups, it is hoped that Tylö's brand will develop and grow in a sustainable way.
"Navigator has really helped us take our marketing thinking to higher levels. We also appreciate their stable and methodical way of working, which is very well thought out - it is characterized by common sense, strategic height and order", says Niklas Brönn, Head of Sales & Marketing at Sauna360 AB/Tylö.
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