Context
The Grand, York launched SubRosa, a £2.8m spa within its historic vaults. The challenge was to elevate it beyond a regional luxury offering, building national awareness and positioning it as a must-visit, experience-led wellness destination..
Strategic Insight
Luxury wellness audiences are increasingly discerning, seeking distinctive, experience-led concepts over generic spa offerings. To stand out, SubRosa needed to lead with credibility, innovation and depth, not standard relaxation messaging.
Creative Concept
A targeted press strategy drove awareness through tailored storytelling and strategic media engagement, securing high-quality coverage across national, consumer, regional and trade titles aligned to luxury travel and wellness audiences.
Full Colour
Result One:
First look press trips
Hosting The Telegraph, GQ, Citizen Femme, all converting to coverage.
Result Two:
15+ quality placements
Published across key regional and trade publications, including Boutique Hotelier and The Yorkshire Post.
Result Three:
90% key message inclusion
Placements included at least two key messages from the brand.