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Aspire were appointed to give Thai Wellness Resort ‘Absolute Sanctuary’ a PR reboot

Back story

Absolute Sanctuary is Asia’s top wellness resort for fitness, health, lifestyle and weight management, based in Koh Samui. It offers expertise in yoga, Pilates, fitness and life-change programs.

Absolute beginning

Absolute Sanctuary appointed Aspire to run a three-month awareness project to reintroduce the resort to UK health and fitness journalists and influencers. Our remit was to make the resort relevant to UK media, and to mark it out as a distinctively different option from the vast array of competition resorts closer to home in Europe.

Star treatment

We worked with Absolute Sanctuary to identify wellness programs that would resonate with the UK consumer, such as sleep and anti-stress therapies. We produced focused press material with this in mind, and worked with Absolute Sanctuary’s experts to produce a package of ‘hints and tips’ content.

The package was placed without journalists having to visit the resort so we could maximise media opportunities. We also ran two press and influencer trips to the Koh Samui resort to ensure more in-depth media coverage and to create an online buzz during January when wellness holiday bookings are at their peak.

Revitalising results

Aspire’s plan to revitalise the Absolute Sanctuary brand in the UK hit the target with a wide range of media coverage, including features in leading health and travel titles such as Men’s Health, Conde Nast Traveller and the Times, who raved; “You’ll get world-class teachers and the chance to pick and mix from a variety of yoga styles at this great-value retreat in a peaceful corner of Koh Samui.”

The influencer experiences of the Thai resort helped spread the word online and created widespread awareness of Absolute Sanctuary among a new audience.

At a glance – Absolute Sanctuary and Aspire

  • Media coverage generated over 3-months – 17 pieces
  • Total reach from social coverage – 247,716
  • Total media reach – 2,952,631