First Line is the first resort in Russia to put into practice the concept of 4P medicine and create a fundamentally new and holistic approach to health management, including not only physical, but also mental, spiritual and emotional state. The wellness environment formed at the resort is a synergy of evidence–based and preventive medicine, science and art, trends and innovations in the field of well-being.

The First Line resort celebrated its fifth anniversary in May 2023, becoming a benchmark for all health resorts in Russia and an example of the development of the country's sanatorium 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 promotion strategies were aimed more at the local regional audience, which did not allow the resort to replace and attract an audience from new regions.

In January 2023, representatives of the resort turned to SEA Company for help in creating a new PR strategy aimed at attracting a high-income audience from all regions of Russia and consolidating the resort's position as a leader in the field of preventive medicine and health management for future leaders.

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.

The first stage in the implementation of the complex of services was the formation of the PR positioning and PR strategy of the resort with a detailed plan of PR and marketing activities, including the definition of understandable and responsive to the "pains" of the target audience of tone of the voice and key messages while preserving professional medical terms. Also, as part 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, as well as 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 by the end of 2023. In January 2024, a new PR and advertising strategy was created and implemented, as well as directions for promoting the resort based on the updated marketing strategy.

In 2025, based on the results of the analysis of activities for 2023 and 2024, a new PR strategy was created and implemented with a targeted study of the target audience.