Revitalising for a new generation
Champneys Health Spa has offered the British public nourishment for the mind, body and soul for over 90 years. Champneys’ main challenge is to maximise occupancy levels of their treatment suites and 500 resort rooms.
To help achieve their wellness goal, we were appointed to develop and deliver a marketing and PR plan to support the Champneys brand positioning as an iconic, yet innovative, British spa, attract the next generation of spa guests and support new launches, seasonal peaks and re-branded locations. Ultimately, we needed to drive guest bookings across all Champneys resorts, attracting new and repeat visitors.
Influence and awareness
With a boost and revitalisation required, we developed an integrated strategic approach to generate a consistent drum beat of national, regional and trade press coverage, interjected with marketing bursts. We delivered a diarised strategy with themed content, building relationships with lifestyle influencers to create a rich bank of stories.
For the launch of Eastwell Manor we developed ‘Pamper Play Stay’ differentiating it as a stand-alone spa destination appealing to both London commuters and local residents. This entailed an outdoor media strategy focussing on Ashford International and London bound stations and St. Pancras station to the underground.
To boost Champneys’ social following, we organised an exclusive #WellnessWednesday brunch attended by 20 high profile health and wellness influencers (including beauty blogger Danny Defreitas, TV presenter Kiri Bloor and journalist Helen Gilbert). This approach appealed to a younger audience, enabling potential guest bookers to ‘experience’ the spa through the eyes of those they are most influenced by.
Impact in the spa space
Our drum beat of consistent PR achieved over 100 pieces of coverage in 6 months across national newspapers and lifestyle titles. We facilitated a number of high profile media personality and influencer stays.
The ‘Pamper Play Stay’ concept completely encompassed the new Eastwell Manor experience and ethos. We achieved 11 pieces of independent coverage supporting the launch of the new Eastwell Manor spa.
The #WellnessWednesday brunch delivered an Instagram reach of 550k with 55% audience engagement with Wellness Wednesday photos and videos. #WellnessWednesday featured in Reveal, Black Hair & Beauty and Simply Woman.
Our campaign was shortlisted as Leisure & Tourism Campaign/Strategy of the Year at The Drum Network Awards.