Barons Eden is a group of award-winning spa and hotel retreats (Hoar Cross Hall and Eden Hall Day Spa — two of the largest spas in Europe) designed for relaxing, reconnecting and indulging.
Brief
We were briefed to support the launch of a set of new facilities at Eden Hall Day Spa, including a hydrotherapy pool and outdoor sauna and firepit. While an outdoor pool wasn’t a new feature to UK spas, the pool is one of the largest of its kind in the UK and the outdoor firepit is a novelty.
Our objectives were to increase brand awareness through PR with a key focus on landing coverage in glossy magazines but also regional press and trade titles. In addition, the spa wanted to engage female lifestyle influencers at both a national and local level.
Approach
Utilising our extensive experience in the consumer space, particularly supporting Mitchells & Butlers to launch hundreds of pubs and restaurants across the UK, we used the media’s seemingly unquenchable thirst for review-type stories as a key tactic.
With recommendations and reviews being an authentic and persuasive tool for consumers, we invited journalists and influencers to review the spa in return for a complimentary visit.
To help build and strengthen these relationships, we organised Instagram-worthy welcome packs to be sent ahead of their arrival, including complimentary branded slippers and Elemis skincare products, to help them feel warm and positive about the brand.
What’s more, to add credibility and trust to the launch story, we enlisted the support of a third-party expert, Dr Glenn Williams — Principal Lecturer in Psychology at Nottingham Trent University — to comment on the surprising health and wellbeing benefits of sitting around a fire and being around water. Dr Williams shared a number of interesting insights including how fire and water connects humans to the natural world — similar practices to what our ancestors followed — which is a wholly nourishing spiritual experience.
Supporting the proactive PR was the creation of a reactive, always-on news monitoring service, where we responded to reactive and topical news opportunities within the consumer media. Popular requests we covered included luxury competitions in glossy titles and ideas for staycations/day trips in the UK, with each opportunity enabling us to positively spread awareness of Eden Hall and its new Spa Garden.
Impact
The client was delighted with the results and our activity exceeded the KPIs, helping the spa be inundated with bookings over the three-month campaign period.
- 21 pieces of PR coverage including 6 pieces of national coverage
- Coverage in tier-one target titles (national women’s and lifestyle) such as OK! Magazine, best magazine, Good Housekeeping, Red magazine and Cosmopolitan
- 10 pieces of influencer coverage on both Instagram and TikTok from both local and national influencers
- 10 million+ reach and 100% positive sentiment
There was outstanding feedback from the influencers and journalists, helping to raise positive brand awareness and reinforce Eden Hall as the go-to spa for day trips.
We also received positive feedback from the client: “It has been a pleasure working with spottydog and we are very pleased with the results!”
