Gleneagles has a problem. People believed it was too expensive to stay there and guest numbers were dwindling. But that wasn’t the problem. It wasn’t a belief it was expensive, it was a reality. So we changed the conversation. We accepted the fact it was pricey to stay there, but because of the quality of experience, you would “Come Back Richer.” That went down a lot better. Guests numbers started to shoot up and our campaign was voted the world’s best at the Conde Naste International Travel Awards in New York City.