OBJECTIVE: exhale®, an internationally recognized spa and fitness brand with 14 locations in the U.S. and Bermuda, hired The Dana Agency to launch the brand’s first medspa location in New York and continue garnering media exposure for the brand as a whole.
APPROACH: In preparation for the medspa launch, our agency conceptualized and executed a two-day launch event in New York City, where the public was invited to visit exhale® in NoMad, tour the newly renovated spa and try its state-of-the-art medspa treatments. As part of the celebration, we created a complete 360-degree wellness experience for guests, including complimentary services such as massages and mini facials with a focus on medspa services, including whole-body cryotherapy, infrared sauna, compression and salt therapy sessions. We also had live model demonstrations for some of the spa’s other services, including AccuFit and Icoone Roboderm.
Upon arrival, guests were greeted with a complimentary glass of champagne and were able to enjoy healthy light bites between services. To encourage social media engagement, our agency worked with Yon-Ka Paris and SkinCeuticals to offer 10 beauty bundles as prize giveaways. With a focus on wellness from the inside out, we also had an “aura reader” giving complimentary readings to guests. To promote the event, we contacted nearby businesses and hotel concierges and scheduled more than 30 editor and influencer visits over the two days, including those from The Today Show, PureWow, Shape, Well+Good and Self.
RESULTS: As a result of our efforts, the event garnered more than 2.8 million media impressions, including WellSpa 360, Spa & Beauty Today, Skin Inc., Nylon and more, and grew the spa’s database by 25% from social media contest sign-ups alone.
