CASE STUDY: OTTINE MINERAL SPRINGS
Reviving a historic Texas
landmark into a wellness destination.
The Opportunity
For more than a century, Ottine Mineral Springs stood as one of Texas' most remarkable natural resources.
The waters ran deep. Awareness did not.
Ottine Mineral Springs traces its history to 1909, when warm artesian water was discovered 3,398 feet below the property. The 106°F mineral water, drawn from the Carrizo-Wilcox aquifer, became the foundation of a place long associated with restoration and wellness.
More than a century later, new ownership began thoughtfully restoring the 40-acre property and reimagining it for a new generation of guests.
The challenge
As a newly reopened destination, Ottine needed to establish a contemporary identity, introduce the experience to new audiences and build understanding of what made the property special — from its history and mineral water to the modern wellness experience being created around it.
The strategy also needed to turn awareness into visitation, creating a steady pipeline of new guests from key Texas drive markets while building an engaged community around the brand.
Go Soak.
OTTINE'S WARM ARTESIAN WATERS EMBRACE MINDFUL MODERN HARMONY.
Our Take.
AHG developed and executed a fully integrated go-to-market strategy designed to build awareness, educate prospective guests and drive bookings. Paid media, public relations, social content, influencer partnerships and brand storytelling worked together from pre-opening through the first year of operation.
The creative platform, anchored by “Go Soak,” gave the destination a simple, memorable invitation while content brought the experience to life — from the mineral pools and contrast therapy to the property’s history, natural setting and relaxed Texas hospitality.
Performance data guided ongoing optimization, helping the team identify the audiences, markets and channels producing the strongest response and continuously refine the program around demand.
Results After One Year
$4.4 million
in day-pass revenue generated
32,472
bookings
49,713
day passes sold
17.4:1
estimated return on ad spend
66,500+
social followers
across Instagram and Facebook
5.3 million
organic social impressions
76,500+
engagements
7,900+
shares
50+
influencer and media visits
104+
earned media placements
1.36 billion
earned media impressions
Coverage in
Texas Monthly, Southern Living, Texas Highways, Austin Monthly, CultureMap and other leading travel publications
SEM conversion rates of 22–28%, significantly outperforming typical travel benchmarks
Sustained booking growth supporting continued expansion of the destination