CASE STUDY:
TARGET AUDIENCE: Urban professionals who are well-educated and
One Wellness
& Spa
focused on prevention; older, Baby Boomer demographic who are
ALBERTA, CANADA
Campaign: Grand
Opening, January 2012
focused on restoration and who spend longer amounts of time in the
Canmore area.
PROMOTION PLAN: Soft launch to familiarize target audience with
the spa. Posted Twitter communications about all things wellness;
linked to other Twitter community members and/or interesting articles
about products and services offered at the spa. Created Facebook
PR: Under a Tree
Goal: Immediately
establish credibility
and engage audiences
via education; position
One Wellness as a
catalyst in changing
the face of the spa
experience as an
everyday necessity
for life balance
page and incorporated a digital magazine with full navigational pages
to truly create an e-magazine feel. Its theme centered on One
Wellness with each section packed with articles from spa staff, external experts and contributors. Sent story ideas to national publications
and held a media and VIP event during the official launch which
included a panel of industry experts. Put together ongoing preplanned press trips and media luncheons, as well as speaking
engagements for spa founder.
SUCCESS RATE: More than 24 local, regional and national media
outlet coverage of the launch event alone.
March/April 2012
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