Last September saw the inauguration of Spa Carré Saint-Louis, a space for relaxation and rejuvenation located near the park of the same name, in the heart of the Plateau Mont-Royal.
Mandate
Nestled in underground vaults reminiscent of oriental cultures, Spa Carré Saint-Louis offers an all-in-one circuit that guides visitors through a comprehensive thermotherapy and massage therapy experience.
The spa includes a jacuzzi pool, a traditional hammam (eucalyptus steam bath), a dry sauna, a cold bath, showers, a relaxation area and fully equipped changing rooms. All the above are in addition to a wide variety of relaxing or therapeutic massages.
Spa Carré Saint-Louis thus called upon FRANCHIR for a public relations mission.
Objectifs
01 – Position Spa Carré Saint-Louis as a preferred relaxation destination for Montrealers.
02 – Showcase the benefits of thermotherapy, the expertise of practitioners, as well as the distinctive qualities of Spa Carré Saint-Louis, including its ideal location and the singular charm of its Indian décor.
03 – Encourage journalists and key influencers to create content in the media and on social networks to persuade target audiences to book, visit and return to Spa Carré Saint-Louis.
Strategy
01 – Write a press release along with tailored media approaches for initial contacts and follow-ups to maximize reach of the news.
02 – Capitalize on the novelty and proximity of Spa Carré Saint-Louis to maximize reach (awareness) through traditional outlets and new media (blogs/lifestyle news sites/content creators).
03 – Send invitations to official inauguration event, where media representatives and content creators can enjoy the thermal circuit as well as a therapeutic or relaxation massage.
04 – Send gift cards to those unable to attend the event, allowing them to enjoy the Spa Carré Saint-Louis experience.
Results
With the help of public relations, Spa Carré Saint-Louis generated 29 confirmed media mentions as well as 22 mentions on social networks, mainly highlighting the opening of this new sanctuary of serenity.
The entire campaign generated 12,133,500 recorded impressions, in addition to the 840,376 total confirmed impressions on social networks, for a grand total of 12,973,876 impressions – by all accounts a happy outcome.
Medias highlights
- 29 media mentions;
- 12,133,500 confirmed impressions;
- 100% of mentions contained one of the key messages;
- 24.1% of mentions contained a spokesperson’s name;
- 96.6% of mentions either identified or directed to the website / Instagram page (call-to-action);
- 72.4% of mentions featured an image;
- 82.8% of mentions came from national media.
Influencer highlights
- 22 mentions recorded on social networks
- 840,376 total confirmed impressions
- 50% of mentions were stories
- 22.7% of mentions were reels
- 13.6% of mentions were photos
- 13.6% of mentions were videos
Worthy of mention
* In just six months of community and content management on social networks, we’ve already amassed over 5,000 followers on Instagram.
Crédits
CLIENT | Spa Carré Saint-Louis
PRESS RELATIONS, EVENTS, SOCIAL MEDIA AND INFLUENCER RELATIONS | Franchir
