The newest brand from Kerzner International, the independent developer and operator of luxury resorts and private homes, is designed to tap into the £5.1trn wellness market. SIRO hotels offer guests an integrated fitness and sports recovery experience designed to “unlock your potential.” Birch was appointed as partner agency for the brand in December 2022, and was tasked with creating SIRO from the ground up.

We created SIRO’s brand strategy, architecture, DNA and its global launch campaign. Designed to galvanise the fitness and wellbeing community, the campaign positions SIRO as the ultimate destination for fitness-fans and wellness seekers. The brief asked for creative that would feel “confident”, “real”, “inspiring” and “epic”, so we shot on location in three key markets – the UK, Europe and UAE – and shaped a motivational campaign narrative with three high-profile brand ambassadors.

“Birch’s clear and strategic approach to SIRO’s development has been invaluable, and it’s been hugely exciting to see the brand come to life over the course of 2023, with a brand campaign that is setting us up for long-term success.”

– Bob Devsi, VP, Global Marketing, Kerzner International