Spa Marketing - Spa Communications - Hotel & Resort Public Relations - New York Public Relations - Los Angeles Public Relations
Ever wonder how some destination spas and resorts always make it to the top 10 and the “best of the best” issues of magazines while other properties fall to the waste side? When launching a new spa or reinventing your property, it is imperative to keep the press in tune with your strategy. Here are a few tips for obtaining this influential exposure.
(PRWEB) July 15, 2006 -- Ever wonder how some destination spas and resorts always make it to the top 10 and the “best of the best” issues of magazines while other properties fall to the waste side? When launching a new spa or reinventing your property, it is imperative to keep the press in tune with your strategy. Here are a few tips for obtaining this influential exposure.
Tip #1: Create a spa services PR calendar
The calendar should present the spa’s key services based on the current seasons and showcase supporting items during off-peak months. A PR calendar can be weekly, monthly or bi-monthly depending on how many services a facility offers. For example, when pitching the long lead glossy books for the big September/fall issue in June, the PR collateral material and stock images of the treatment rooms and services must be ready before summertime. Launch the spa no later than June or July for fall coverage in September or October. During July, August, September and October with placements coming out in October, November, and December, choose several key services within your service menu that need reinforcement or a re-launch and offer holiday packages and special offers. This keeps the carrot continuously hanging in the eyes of the spa and travel editors. Remember that magazine editors work on a three to four month lead time. When launching a new spa and resort that is new to the market, always launch the core heart and soul of your property first. This could be the property’s garden where treatment herbs grow, the source of treatment water or the harvested earth that is used in mud treatments. Later, launch extended points of interests, the thalasssotherapy center, clay ovens in the massage room or even the hot oil aromatherapy contractions. Lastly, launch facility extensions such as steam rooms, juice bar or workout facilities. Always publicize the items that generate the most revenue first. This will fund future media ventures.
Tip #2: Pitch brands that are appropriate to the editor’s news
Typically, all spa exclusives go to the top magazines first and should be pitched to publications such as Conde` Nast Traveler, Departures and Travel + Leisure. These publications report on travel tips, the best of the best, and the most exclusive spas. Next, expand your reach toward the mass travel publications such as O, The Oprah Magazine, Worth, etc. When giving an exclusive, start with the A+ books first such as Vanity Fair, Elle, Vogue and W. Then, do a secondary pitch to the broader books and newspapers like Wall Street Journal, New York Times, Newsday, etc. Often, their extended weekend edition is in need of editorial content to fill space.
Tip #3: Relationships Help
Whose calls are you more likely to take; someone you have never heard from before or a good friend’s? If you’re not friends with the press, hire someone who is. If you are currently working with a PR firm, make sure that they are in good standing with the spa and travel press. You can start to build relationships by taking them to lunch, dinner or drinks. Make it your personal methodology to become invested in their well-being and best interests. Members of the press should be given annual tours of your facility as well as press trips when possible.
Spa and travel editors are people just like you and me. They want to be treated with respect and viewed as a resource and not simply a source of media coverage. Spa and travel editors prefer honesty. Tell them upfront what your game plan is and how you want them to partake in your strategy. Editors like exclusives and respect those who are the first to show them what’s going on with their property. Pick your exclusives carefully. Spa and travel editors appreciate favors, but don’t expect them. Ask for the relationship, work with them, keep a score card of favors that they have done for you and those that you have done in return. One hand may wash the other, but never expect anything in return.
Pierce Mattie Public Relations, Inc. was founded by licensed aesthetician and spa connoisseur Pierce Mattie. Popular past and present clients include; Marriott Resorts & Spas, Jane Iredale Mineral Cosmetics, Institut’ DERMed Medical Spas, Ideal Image Laser Centers, Phytomer, Yonka-Paris, Babor and many more. Pierce Mattie clients are often seen in Condé Nast Traveler, Wall Street Journal, Allure and on CNN, The Travel Chanel and many others.
For a complimentary spa public relations consultation, please contact Pierce Mattie at 212-243-1431 or e-mail.
Pierce Mattie Public Relations was launched in 2001 by lifestyle editor and expert Pierce Mattie. Pierce Mattie PR remains the industry leader in communications for fashion, beauty and fitness brands alike with growing divisions in home furnishings and fine jewelry.
Executives at Pierce Mattie PR are noted for being young, high energy, hyper-educated, tech driven and very strategic with their beauty/fashion media campaigns. Pierce Mattie publicists have won numerous awards including; best editorial for their work with Vogue magazine, best press kit for their client; Ojon Hair Care, best publicity campaign for their client; Jane Iredale Cosmetics and best broadcast segment for their work on The Today Show and The View from IABC, Communicator Awards, Marcom Creative and The Annual PR Awards.
In June of 2005, Pierce Mattie PR launched their Los Angeles office located in West Hollywood. Top tier clients include; Bond No. 9 Fragrances, Natura Bisse Skin Care, Fantasy Diamond, Joico, Jane Iredale Cosmetics, Norma Kamali for The Spiegel Catalog, Marc Blackwell Home Furnishings, Chef Yossi, PumpOne Fitness and many more.
For more information:
NEW YORK OFFICE
62 West 45th St 3rd Floor
New York, NY 10036
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P: 323.650.3700
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