Organization of a private press tour for the ultra-luxury sanatorium Istok
Organization of a private press tour for the ultra-luxury sanatorium Istok
The luxury sanatorium "Istok" is located in a restored historic building with early 20th-century architecture in the very center of the resort-city of Yessentuki. The sanatorium combines an aristocratic atmosphere and the traditions of early 20th-century spa retreat "taking the waters" with modern comfort and evidence-based medicine of the future. Just a five-minute walk from the sanatorium is the city's main Kurortny Park, covering 60 hectares, and the pavilions of the famous mineral water sources "Yessentuki No. 4," "Yessentuki No. 17," and "Novaya," known for their healing properties.
The concept of Istok sanatorium offers wellness retreat in the format of an elite club with exceptional comfort in an atmosphere of intimacy and quiet luxury for maximum relaxation and immersion in a state of care for physical and mental health. The sanatorium offers 12 wellness programs based on a comprehensive approach that focuses on both treating the underlying condition and strengthening the entire body. Diagnostics and therapy are carried out using advanced medical equipment and the unique natural resources of the resort city.
BRIEF
As part of the «PR representative» package, as well as in accordance with the PR strategy approved for 2026, the press tou was initiated in February 2026 with the participation of leading representatives of Russian top-tier business and lifestyle media aimed at a premium audience. The purpose of the press tour is to personally introduce journalists to the wellness programs and the concept of the sanatorium.
REALISATION
- The individual wellness programs has been prepared for each journalist.
- The list of media for an invitation has been prepared and agreed with the sanatorium. It included and was attended by Forbes, RBC Style and RR (ex. Robb Report Russia).
- Full coordination of the press tour is provided: inviting journalists, buying airline tickets, accompanying participants 24/7.
- All the necessary information for publications – press releases and pictures – has been prepared and provided to the participants of the press tour.
RESULT
- The top journalists of the leading Russian media took part in the press tour.
- For the systematic and regular appearance of information about the sanatorium, the PR publications after the press tour are planned for the next 3 months.
- Performance indicators: AVE according to the results of the press tour amounted to more than 35 000 euro, the OTS index was more than 12 million people. The cost of organization amounted to less than 15% of AVE when calculated based on internal costs at open-market rates, and less than 10% when taking into account direct costs only.
PUBLICATIONS AFTER PRESS TOUR
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