PR support of the innovative prevent age resort First Line.Health Care Resort
First line. Health Care Resort is an innovative prevent age resort on the coast of the Gulf of Finland, just 40 minutes drive from St. Petersburg, which combines five-star service and advanced medical achievements. The resort's infrastructure includes: 70 premium rooms, 35 medical rooms with modern equipment, an innovative mental well-being room, a balneological SPA complex, an eco-pharmacy with a collection of pharmaceuticals, a cosmetology department with key hardware techniques, a beauty laboratory, an author's restaurant of personalized cuisine and a detox bar, fitness of the future with equipment from the Technogym brand in collaboration with the Dior fashion house and 4.5 hectares surrounded by coniferous forest area with a unique microclimate of the protected area "Komarovskiy Bereg".
First Line is the first resort in Russia that put into practice the concept of 4P medicine and created a fundamentally new and holistic approach to managing health, including not only the physical, but also the mental, spiritual and emotional state. The environment formed at the wellness resort is a synergy of evidence-based and preventive medicine, science and art, trends and innovations in the field of Well-Being.
BRIEF
The First Line resort celebrated its fifth anniversary in May 2023, having become a benchmark for all health resorts in Russia and an example of the development of the country's health resort complex in a new, innovative way. However, like all representatives of the premium and luxury segment, in 2022 the resort felt the impact of external and internal factors on the target audience. Previous PR strategies focused more on the local regional audience, which prevented the resort from replacing and attracting audiences from new regions.
In January 2023, resort representatives turned to SEA Company for help in creating a new PR strategy aimed at attracting a highly profitable audience from all regions of Russia and consolidating the resort's positioning as a leader in preventive medicine and managing the health of leaders of the future.
In January 2023, resort representatives turned to SEA Company for help in creating a new PR strategy aimed at attracting a highly profitable audience from all regions of Russia and consolidating the resort's positioning as a leader in preventive medicine and managing the health of leaders of the future.
SOLUTION
After the SEA Company employees got acquainted with the project philosophy, it was decided to start cooperation on comprehensive PR representative, including the formation of an annual PR strategy and activity plan.
REALISATION
The first step in the implementation of the complex of services was the formation of a PR positioning and PR strategy for the resort with a detailed plan of PR and marketing activities, including the definition of a tone of the voice and key messages that are understandable and respond to the "pain" of the target audience, while maintaining professional medical terms. Also, within the framework of the created strategy, the communication channels necessary to attract a new target audience were identified and a complete press base was created.
At the second stage, advertising placements for 2022 and the first half of 2023 were analyzed for their effectiveness, and budgets for future advertising placements were reallocated in order to obtain a new highly profitable target audience.
The third stage launched the implementation of the approved strategy until the end of 2023, as well as the creation of a new high-quality PR and advertising strategy for 2024.
At the second stage, advertising placements for 2022 and the first half of 2023 were analyzed for their effectiveness, and budgets for future advertising placements were reallocated in order to obtain a new highly profitable target audience.
The third stage launched the implementation of the approved strategy until the end of 2023, as well as the creation of a new high-quality PR and advertising strategy for 2024.
RESULT FOR 6 MONTHS OF WORK
1
The ideologist and founder of the resort, Maria Grudina, was integrated as a speaker of the panel discussion on the topic "Digitalization of tourism: modern digital technologies, hospitality industry, growth potential" within the framework of the 26th St. Petersburg International Economic Forum and also as a speaker of the fourth meeting in 2023 of the closed club of the Kommersant Publishing house "Women's view of business in the era of turbulence".
2
More than 38 publications in the media were provided. The total AVE indicator was more than 8 million rubles, and the OTS indicator was more than 171 million people.
3
Conducted a PR campaign in honor of the fifth anniversary of the resort. The event was supported by leading media in Russia.
4
Were organized 2 press tours with the participation of representatives of the largest federal business and glossy media:(Forbes, Kommersant, RBC, Marie Claire, MenToday, Grazia).
5
TOP-10 of the most rated media according to medialogy write monthly about the events and news of the resort.
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✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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