matthew curtis
Hair PR: Essence PR Organises Press Trip for the Launch of the Matthew Curtis Hair Retreat at Hoar Cross Hall Spa

What: The official launch of the new Matthew Curtis Hair Retreat at Hoar Cross Hall Spa Hotel, a luxury hair salon within the spa centred on hair and scalp health.

Why: To increase brand awareness and create excitement around the new Matthew Curtis Hair Retreat, as well as driving footfall to the spa at both a national and local level.

How:
Essence PR organised two events to ensure awareness was driven nationally and locally: one aimed the consumer and national press and a second for the spa’s local media and trade press.

The first event, which encompassed an overnight stay at the hotel, was attended by eight key editors across beauty, lifestyle and health press. A memorable and luxurious event, Essence PR worked with key members of the hotel and third parties to organise travel, room bookings, treatments, entertainment, fitness activities and a fine dining experience. Furthermore, Essence PR created an extensive press pack about the new Hair Retreat and Matthew Curtis’ hair credentials.

On arrival, the consumer press were greeted by the hotel team and Matthew before being taken to their luxurious suites. After a long lunch in the spa’s restaurant, the afternoon was spent in the spa experiencing body treatments and of course a spa treatment in the Hair Retreat, finished with a blow dry chosen from the illustrated Cocktail themed Blow Dry Menu. The evening entertainment consisted of a cocktail making class to tie in and bring the Cocktail themed Blow Dry Menu to life. The evening conclude with a fine dining experience courtesy of Hoar Cross Hall’s award winning chef. The following morning Essence PR had organised for press to see the spa’s gym and take part in a bespoke fitness class before heading back to London.

The key objective of the second event was to raise awareness locally. As well as local press and bloggers, the key hair and spa trade media were also invited to the event, to demonstrate Hoar Cross Hall’s innovation & leadership position.

12 journalists and bloggers attended the second event at the spa, which consisted of a pampering afternoon in the spa and Hair Retreat. After experiencing treatments in the Hair Retreat and talking to Matthew, the group also enjoyed a cocktail making class.

The press events were documented by the attendees across social media, making noise on both the spa’s and Matthew Curtis’ social platforms. Since the events, we have seen multiple stories and reviews about the Hair Retreat in titles such as Good Housekeeping, Glamour and Hairdressers Journal, and there’s lots more to come! In addition, Essence PR has been proactively securing coverage on the Hair Retreat, either through individual reviews or inclusion in relevant features.

We really enjoyed working on this project and spending time up at the beautiful Hoar Cross Hall Spa Hotel. If your hair is in need of some TLC post-summer then we’d definitely recommend booking in for a treatment at the Hair Retreat!

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