The success of press coverage depends primarily on quality articles comprising key client brand messages. Here are two of our favourite press clippings that demonstrate our Spa PR team’s talent in meeting client briefs plus the runners-up.
Dr. Bronner’s in Marie Claire
Objective: to raise visibility of the soul side of Dr. Bronner’s soaps which includes the brand’s commitment to sustainability, fair trade practices and making humble and mindful use of the earth’s gifts. As they say: “Do not waste, do not harm the land or people or animals. What comes from the earth must go back!”
Tactic: Spa PR identified the ‘Beauty Gives Back’ category in the Marie Claire UK Prix d’Excellence de la Beaute awards as one of the most important awards that Dr. Bronner’s could win. Not only would the award increase awareness of the brand’s soul side in the UK but it would also benefit from the editorial coverage in Marie Claire that the win would bring. Targeting Marie Claire started well before the awards were open with a particular focus on its beauty director, Lisa Oxenham, who was already familiar with the brand and a fan.
Results: Dr. Bronner’s won the Beauty Gives Back award and was presented this at a prestigious awards ceremony which included many leading beauty journalists. This resulted in two articles in Marie Claire magazine online which has a potential readership of 1.2 million. One from Lisa Oxenham named Dr. Bronner’s as one of her most ‘trustworthy brands’.
Longevity Health & Wellness Hotel in Harper’s Bazaar
Objective: Target high networth individuals with an interest in health and wellness programmes.
Tactic: Sleep has become one of the biggest health and wellness concerns. Spa PR coordinated sleep tips from the experts at Longevity and tailored them to target publications. This was combined with an invitation to review in person but this piece was particularly successful because it didn’t require a visit.
Results: Spa PR secured a third of a page on Longevity’s sleep programme in Harper’s Bazaar which has a readership of 80,000 including a hero image, expert tip and contact details.
Runners-Up
Celf ‘Face Value’ – Red magazine
Westlab for marathon recovery – Women’s Fitness
Titanic Spa ‘Tried & Tested’ – Daily Telegraph