PR Representative of the 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
After the successful implementation of PR and marketing packaging in summer 2025 and the development of a comprehensive PR strategy in autumn of the same year, the sanatorium management decided to continue cooperation with SEA Company to achieve the set communication goals and implement planned activities in 2026.
SOLUTION
To systematically implement the approved PR strategy, it was decided to launch work on the package “PR Representative in Russia and CIS”, which includes a full range of communication tools aimed at strengthening brand reputation, increasing brand awareness, and enhancing presence in the information space.
REALISATION
The SEA Company team continuously implements a comprehensive range of PR and marketing activities, including developing news hooks, preparing and distributing press materials, organizing publications in federal, regional, and industry media, conducting individual and group press tours, participating in industry awards and rankings, as well as implementing advertising campaigns in target media.
RESULTS
FOR THE FIRST 5 MONTHS OF 2026
1
41 editorial publications were published in federal, regional, and industry media, including 5 features, 23 news articles, and 13 reviews. The total AVE (Advertising Value Equivalency) amounted to 11,490,210 rubles.
2
An intimate press tour was organized for representatives of leading business and lifestyle publications, including Forbes Russia, RBC Style, and RR (ex. Robb Report Russia).
3
The sanatorium became a winner of:
- BEST OF WELLNESS 2026 award by RR magazine (ex. Robb Report Russia) in the category "Detox Beyond Time";
- Travel Time Awards 2025 in the category "Best Russian Sanatorium".
- BEST OF WELLNESS 2026 award by RR magazine (ex. Robb Report Russia) in the category "Detox Beyond Time";
- Travel Time Awards 2025 in the category "Best Russian Sanatorium".
4
Istok sanatorium became a participant in the annual international World Luxury Hotel Awards in three categories: Luxury Wellness Resort, Luxury Wellness Retreat, Luxury Women's Retreat.
5
An advertising campaign has been launched and is being implemented in federal business and glossy media.
PUBLICATIONS
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✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
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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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