Launching the new gym and spa expansion at Calcot & Spa: Club Calcot and The Grain Store
Bloxham worked with Calcot & Spa to launch their brand new fitness, wellness and holistic space which comprises of a purpose built, state of the art gym and fitness studio, called The Grain Store, and expansion to their iconic spa which includes a new spa partner, further treatment space, a new relaxation room and spa hang out.
SCOPE OF WORK: The considered PR strategy included a 360 scope of work including robust press communications through press releases to a curated target media list, an open evening for local media and tastemakers to attend, a national press event and further 1-2-1 press visits to target media across travel, fitness, wellness, beauty, lifestyle consumer and trade. Bloxham also created, managed and executed the launch on the Calcot & Spa social media channels, including the new Instagram account @clubcalcot for members.
Bloxham successfully secured an exclusive press feature with Conde Nast Travel for a ‘first in the spa’ review, and an exclusive hard hat tour and behind the plans feature with Boutique Hotelier including an interview with CEO and spa director on the plans pre-launch.
ITINERARY: The national media launch event saw guests invited for an immersive overnight stay where they were able to have an exclusive first look at the new spaces. 7 journalists were each given a spa treatment with the spa’s new partner, ComfortZone, along with a private yoga and sound healing class in the new holistic studio. Those that were feeling energetic also took part in an early morning spin class. The event was finished with a three-course evening meal, freshly prepared by the head chef. Following a further 6 press stays for those who couldn’t make the event, resulting in 18 total pieces of coverage and 60 social media tags. Bloxham also secured 7 brand partners including BAM, Dirtea and Pulsin.
The press coverage secured following the event, and wider media comms, showcases a varied combination of both print and digital media, including solus review features, inclusions in round ups, competitions, profiling the Spa director , ensuring a broad and impactful reach for the hotel across national and local publications, social media.
THE RESULTS ARE IN
31 pieces of coverage since the launch (so far!)
Exclusive secured with Conde Nast Traveler
Highlights of coverage include: Review within The Telegraph, inclusion on haperbazar.com best Spa round up, interview with spa director in Professional Beauty, 4 page spread in Boutique Hotelier, expert commentary in multiple T3 features covering fitness and workout techniques, brand feature on Hello.com
National Press event attendees included 7 editors from Harper Bazar , Country & Town House, Sheerluxe, Professional Beauty, Belgravia, T3
6 further press stays including The Telegraph, Glamour and Arcadia
8/10 rating by The Telegraph
FROM THE HORSES MOUTH
“Just wanted to drop you a line to say how well the press trip went – Maddi and Lowri were absolute superstars – extremely organised and brilliant with everyone! Appreciate all the hard work from the Bloxham team in putting together” - Sally Barker – Marketing Manager at Calcot Collection
“Just wanted to pop over a link to another article that I published last week with reference to Calcot that did incredibly well for us over the weekend (it was in our top five articles on the site and made it into our top 10 on Apple News. A huge thanks again to Cody for his amazing expertise, and thank you for organising the trip in the first place so I could chat with him.” Bryony Firth- Bernard, at T3
“Well what an incredible 24 hours I had at Calcot and what an amazing new space they have created. I cannot thank you both enough for inviting me to such a lovely trip and for all the goodies and treatments that you spoiled me with - I feel very lucky indeed!” Lucy Miller, Sheerluxe
