SpaFinder Wellness Launches Last Minute
May. 10, 2013
“Our new website obsession.” - Self
“A procrastinator’s dream come true.” - DailyCandy
For the launch of Last Minute, a new service that offer same-day or next-day deeply discounted appointments at top spas, salons, and fitness classes, PKPR developed a comprehensive PR and marketing program that included a media-only launch event, deskside meetings and product demos at top national magazines, and an online advertising campaign.
First up, PKPR conceived and developed “The Last Minute Lounge,” an event at The Andaz Hotel, where more than 35 journalists from top outlets, including The Today Show, Wall Street Journal, Glamour, Self, Essence, New York Daily News, and Time Out New York had an opportunity to test the service and experience mini-services and treatments from Last Minute partners like Clarins, Cornelia Spa, and Franky L’Official. For media that could not attend the event, PKPR coordinated deskside meetings for SpaFinder Wellness with editors from Vogue, InStyle, Lucky, Good Housekeeping, and Ladies Home Journal.
In addition to DailyCandy and Self, coverage of the launch so far includes ABC News Tech Bytes, Wall Street Journal, PureWow, New York Daily News, Racked, DailyGlow, and Styleite.
PKPR also developed creative and strategy for an online advertising campaign targeting potential customers in New York City, Chicago, and Miami.