Holistic Apparel & Accessories


Ananda Soul

Objectives:

  • Increase the visibility of Ananda Soul jewellery both online and in print media
  • Promote new and existing jewellery collections
  • Promote the brand’s ethical background with a focus on community involvement and fair trade products
  • Increase sales

Challenges:

  • Highly competitive jewellery market
  • Fairly highly priced items
  • Promoting the brand without having to send samples
  • Very limited budget
  • Company location in Bali

Strategy:

The campaign positioned Ananda Soul as luxury ethical jewellery. We also focused on the company’s strong ethical cause – sourcing fair trade raw materials; empowering underprivileged Balinese women by engaging them in the work of the company and offering a portion of revenues back to the charity.

We also focused on exquisite Balinese-inspired design and the inspirational story behind each peace as well as an inspiring personal story of the founder.

Activities:

  • Regular press releases focusing on specific angles, e.g. Launch of a new collection, Gemstones to help with confidence, Mother’s Day and Valentine’s gift ideas etc
  • Sending out samples for review to top fashion, jewellery, women and lifestyle publications, top bloggers, social media influencers and ethical magazines
  • Coming up with ideas for special packages and promotions
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Kindred Spirit, Honey Combers, Natural Health Magazine)
  • Arranging participation in trade shows – e.g. Yoga Show
  • Arranging retail opportunities in yoga studios for Ananda Soul products

Project duration: a 2 year campaign

Results:


BAM bamboo clothing

Objectives:

  • Increase the visibility of BAM bamboo clothing both online and in print media
  • Promote new and existing clothing collections
  • Promote the brand’s unique bamboo fabric
  • Increase sales and awareness of BAM products

Challenges:

  • Highly competitive clothing market
  • Not much knowledge about bamboo clothing
  • Simple design
  • Consumers strong relationship with popular sports brands and reluctance to try new things

Strategy:

The campaign focused on promoting the numerous benefits of bamboo fabric. The emphasis was on durability of the product, in particular for sports and outdoor enthusiasts. BAM was positioned as “performance wear you can live in” – good for activities and for everyday life. It was also associated with extreme sports as the company owner is a keen sportsman himself.

Activities:

  • Regular press releases focusing on specific angles, e.g. Benefits of Bamboo, gift ideas for Valentines Day, Christmas etc
  • Sending out samples for review to top fitness and outdoors sports magazines, lifestyle publications, top bloggers and social media influencers focusing on the functionality of the product
  • Coming up with ideas for special promotions
  • Growth of social media accounts with regular posts on FaceBook and Twitter
  • Cross-promotions and competitions with wellness brands and magazines (e.g. National Geographic, Yoga Magazine etc)
  • Arranging retail opportunities for BAM products
  • Special customer engagement projects, etc asking customers to send a photo of their handstand wearing BAM
  • Sponsorship of women’s rowing team and creating content off the back of it

Project duration: a 3-year campaign

The Results:


Healthy Nutrition


Elizabeth Montgomery, Holistic Nutritionist

Objectives:

  • Increase the visibility of Elizabeth Montgomery as an expert holistic nutritionist both online and in print
  • Promote services offered by Elizabeth Montgomery
  • Promote Elizabeth Montgomery as an expert in her field
  • Increase the amount of customer enquiries for Elizabeth

Challenges:

  • Highly competitive nutritionist market in London
  • The expert’s strict vision on nutrition
  • Very limited budget

Strategy:

The campaign focused on promoting Elizabeth Montgomery’s nutrition services with emphasis on sharing her extensive knowledge across all forms of media. We focused on her unique, less mainstream vision on healthy nutrition. We also highlighted Elizabeth’s American heritage, top education and holistic view on health.

Activities:

  • Regular press releases focusing on specific angles, e.g. Foods to tackle seasonal changes, Why porridge in the morning is NOT good for you etc
  • Regular expert commentary by Elizabeth Montgomery for a variety of health &wellness publications
  • Coming up with ideas for special packages and promotions
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Yoga Magazine, Natural Health Magazine)
  • Arranging speaker opportunities for Elizabeth Montgomery

Project duration: A year-long campaign

The Results:

    • Over 50 pieces of coverage achieved including:

Natural Health MagazineYahoo.co.ukWomen’s RunningYour Healthy Living


Nama – Artisan Raw Foods

Objectives:

  • Promote Nama’s Christmas hampers
  • Promote Nama’s Christmas set menu
  • Increase the amount of customers at the restaurant

Challenges:

  • Highly competitive healthy food market in London
  • Restricted to raw food menu only
  • Highly priced menu and items
  • Limited budget, limited amount of press samples

Strategy:

This project focused on promoting Nama’s Christmas offerings, putting forward its healthy and delicious food. The Christmas hampers were positioned as luxury healthy gifts, and Christmas menu was promoted as a healthy, tasty alternative to the standard Christmas lunches. We focused on reaching out to health industry influencers and key media covering Christmas offerings.

Activities:

  • Press notes about Christmas hampers and Christmas menus
  • Offering samples to the publications which were doing reviews of Xmas hampers
  • Offering samples to healthy food bloggers
  • Engaging with and inviting wellness influencers: yoga teachers, fitness experts, nutritionists who were posting from Nama on their social media
  • Inviting journalists to come and sample Christmas menu
  • Arranging collaboration with health-related brands including a private health club

Project duration: a 3-month project

The Results:

  • Over 25 health influencers visited and posted on their social media, reaching out to over a million of potential views, including: Madeleine Shaw, Mercedes Ngoh, and Julie Montagu
  • Over 25 pieces of coverage achieved including:
  • Forbes, BBC and Daily Mail


Wellness Travel


Shreyas Yoga retreat

The Objectives:

  • Increase awareness about Shreyas Retreat
  • Promote the retreat packages
  • Communicate the authenticity of the retreat and its approach to yoga

The Challenges:

  • Highly competitive yoga retreat market
  • Location: Far from the beach
  • Very limited budget for covering journalists’ flights

The Strategy:
The campaign focused on promoting Shreyas as a luxury retreat destination offering traditional and authentic yoga taught by Indian teachers.
The programme included the promotion of Shreyas unique retreat packages such as Silent Retreat Program. The retreat also prides itself in its charitable work, supporting local schools and orphanages, which became part of messaging for PR. The campaign also focused on Shreyas wellness Spa and its authentic treatments as well as its organic healthy food.

Activities:

  • Regular press releases focusing on specific angles, e.g. Benefits of Silent Retreats, Ayurveda for Weight Loss; Top 10 Reasons to visit Shreyas etc
  • Organising press trips for top travel journalists, travel bloggers and social media influencers interested in experiencing Ayurveda in India
  • Pitching Shreyas into Conde Nast and Tatler Spa annual Guides
  • Cross-promotions and competitions with wellness brands and magazines ( Asquith London, Emirates Woman, Vegetarian Living)
  • Organising Shreyas’ participation in Yoga trade fairs
  • Listing Shreyas Retreat on top wellbeing travel providers e.g. ( Queen of Retreats, The Healthy Holiday Company, Health and Fitness Travel)
  • Promotion of Special offers and Yoga Retreats at various times throughout the year
  • Helping with the content for the website blog and customer newsletter

Project duration: 3 years

The Results:


Middle Piccadilly rural retreat, Dorset

The Aim:

  • Increase Middle Piccadilly’s visibility in both online and print media
  • Promote holistic packages offered at Middle Piccadilly
  • Increase the amount of guests

The Challenges:

  • Highly competitive wellness travel market
  • A very small retreat without an on-site professional Spa
  • Not a luxury destination; rather basic accommodation
  • Limited amount of activities on offer

The Strategy:

The campaign focused on the uniqueness of Middle Piccadilly as a one of its kind, family-run retreat, not your typical ‘spa’, a home away from home. We also focused on its unique features: home-made vegetarian food; the calm of the countryside; outstanding holistic treatments, in particular, Shamanic Healing; warm, caring atmosphere.

The programme included the promotion of Middle Piccadilly as a destination and its specific packages.

Activities:

  • Regular press releases focusing on specific angles, e.g. Top 5 Reasons to Try Shamanic Healing; Key Benefits of Digital Detox; etc.
  • Inviting top bloggers, social media influencers and bloggers interested in rural wellness and unique holistic treatments
  • Coming up with ideas for special packages and promotions
  • Creating regular customer newsletters
  • Running promotions on Facebook
  • Regular social media posts
  • Helping create key marketing tools: professional photography; website content etc.
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Aduna; Wellicious; Healthy magazine)
  • Partnerships with selected wellness travel agencies and directories (Wellbeing Escapes; Queen of Retreats)

Project duration: ongoing campaign which has started in September 2014.

The Results:

Barberyn Resorts

The Aim:

  • Increase the visibility of Barberyn Resorts both in online and print media
  • Promote Barberyn Resorts’ two locations in Sri Lanka as a healthy holiday destination providing authentic Ayurveda in a beach environment
  • Promote Barberyn as a retreat location for existing Yoga encouraging them to bring their groups to Barberyn

The Challenges:

  • Highly competitive wellness services market
  • Not much knowledge and popularity of Ayurveda in the Western world
  • Hidden location
  • Very traditional and established family-run business, not very open to major innovations

The Strategy:

The campaign focused on promoting the two Barberyn Resorts (midmarket Barberyn Reef and luxury Barberyn Beach) as family-run, healthy holiday destinations providing a traditional, authentic, Sri Lankan Ayurvedic experience along with the opportunity to have a relaxing beach time.

Activities:

  • Creating marketing strategy for Barberyn
  • Creating press materials about Barberyn
  • Issuing regular press releases focusing on specific angles, e.g. Ayurveda for Weight Loss , Benefits of Yoga for Stress, Barberyn’s approach to Ayurveda etc
  • Organising press trips for top travel journalists, travel bloggers and social media influencers interested in experiencing Ayurveda in Sri Lanka
  • Cross-promotions and competitions with wellness brands and magazines
  • Listing Barberyn Resorts on top wellbeing travel directories and organising contracts with wellness travel agents (Queen of Retreats, Healing Holidays etc)
  • Actively reaching out to existing Yoga teachers and offering Barberyn Resorts as their next retreat location; organising the logistics of the retreat
  • Creating social media strategy
  • Creating a leaflet Barberyn Guide to Ayurveda
  • Creating Barberyn Ayurveda Cook Book
  • Organising participation of Barberyn in Yoga Show UK
  • Inclusions in annual Spa Guides

Project duration: ongoing, for the past 5 years

 The Results:

    • Over 150 of coverage pieces achieved
    • One particular online PR piece on timeout.com has been in top 5 traffic referrals to the site for the past 3 years, bringing on average 100 people to the site each month over 3 years
    • 7 different yoga teachers found to date who brought their groups to Barberyn
    • Contract arranged with Healing Holidays travel agency
    • Examples of coverage:

SkyScannerCosmopolitan MagazinePsychologiesThe TelegraphTime Out

 

Holistic Health & Beauty



Ayurveda Pura

The Aim:

  • Increase the visibility of Ayurveda Pura Spa in both online and print media
  • Promote treatments and training offered at Ayurveda Pura
  • Promote the founder Dr Deepa Apte as an expert in her field
  • Increase the amount of customers and sales of Ayurveda Pura products

The Challenges:

  • Highly competitive wellness services market
  • Not much knowledge and popularity of Ayurveda in the Western world
  • Ayurveda Pura’s location – far from Central London

The Strategy:

The campaign focused on promoting the ancient science of Ayurveda and its benefits, and Ayurveda Pura as the only place in London that offers a full traditional experience of Ayurveda.

The programme included the promotion of Ayurveda Pura and its holistic treatments; its Ayurvedic skincare range; and its founder – Dr Apte and her immense knowledge of this field.

Activities:

  • Regular press releases focusing on specific angles, e.g. Benefits of Ayurveda for Insomnia, Digestion issues and Weight Loss etc
  • Inviting top bloggers, social media influencers and bloggers interested in trying Ayurveda, to come and experience a treatment at the Spa
  • Regular expert commentary by Dr Apte for a variety of health&wellness publications Coming up with ideas for special packages and promotions
  • Sending out samples of the Ayurvedic skincare to top bloggers and achieving reviews
  • Creating regular customer newsletters
  • Running promotional activities on Facebook
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Healthy magazine, Kindred Spirit, Marie Claire)
  • Arranging participation in trade shows – e.g. Yoga Show
  • Arranging speaker opportunities for Dr Deepa
  • Arranging retail opportunities in yoga studios for Ayurveda Pura products

Project duration: a 3 year campaign

The Results:

    • Over 100 of coverage pieces achieved. For example:

The Times, Daily MailTime Out, Red OnlineThe London Resident MagazineHip and Healthy


Wellness Events


BaliSpirit Festival

Objectives:

  • Promote BaliSpirit as a festival of yoga, music, dance and spirituality and increase its visibility in both online and print media
  • Promote the festival’s line up, outreach programs and community spirit
  • Increase ticket sales for BaliSpirit Festival

Challenges:

  • Highly competitive wellness festival industry
  • Securing media partnerships without having to compromise on budget
  • Location – far from Europe
  • Expensive entry fees
  • Not too many A-list names on the line-up

Strategy:

The campaign focused on promoting BaliSpirit Festival as a unique celebration of yoga, music and dance, all delivered with the Balinese spirit, in a stunning location. We also focused on the community and charitable aspects of the festival, as well as the fact that it’s one of the largest festivals of its kind in the world, offering a life-changing experience.

Activities:

  • Regular press releases focusing on specific topics e.g. Early Bird Tickets, Festival Line Up announcement, Music Line-Up, Community Outreach etc
  • Securing media partnerships and media sponsorships with high profile media to help promote the festival (e.g. Honey Combers, Yoga Magazine, Inspired Wellbeing Magazine)
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Kindred Spirit, Yoga Magazine)
  • Press passes giveaway; reader competitions
  • Advising on the creative ideas for social media (e.g. comparing London and Bali landscapes in March)
  • Securing interview opportunities for the organisers and presenters
  • Running special promotions to increase sales

Project duration: a 3 year campaign (project work around each annual festival, from September to March)

Results: