The Lanserhof Group is built around the Lans Med concept, an integrated approach to wellbeing by focusing on the human body as a whole. Combining the very best in research, innovative technology and medical expertise Lanserof takes a cohesive and holistic approach to improving and maintaining health. Sylt is Lanserhof’s latest health resort taking the form of a state-of-the-art centre that tends to its affluent clients in a beautiful and tranquil environment.
While the Lans Med concept is well known in German-speaking markets, it was virtually unheard of in the UK in 2015, when we first started working with the client.
We knew there was a base of strong interest in integrated health to tap into, however, with the price of a week-long stay averaging around £6,000, we were bound to narrow our focus to the highest income brackets.
Just twelve months after the launch of our targeted media campaign, we had secured coverage in all of the UK’s high-end publications as a result of arranging multiple press visits and securing high profile editorial pieces. This invaluable exposure generated an aspirational aura around both the Lanserhof brand and the Sylt resort.
Fast forward to 2022 (seven years after we first started working with the client) we have managed to increase UK market share from low single digits to high double digits.
Our PR strategy centred on securing the best A list publications.
We also worked with “black book” influencers such as Rosemary Ferguson (nutritionist to many celebrities such as Victoria Beckham) and Rose Astor (Prince George’s godmother & yoga teacher).
With an always on press office we held one-to-one briefings with key target media, media brunches and exclusive, bespoke invitations to experience Lanserhof for top tier journalists.
Results in 2022
- 95 pieces of editorial coverage
- Combined overall reach of 1.9bn
- 366 brand mentions and 57 backlinks
- Won awards in leading consumer titles such as Conde Nast Traveller and World Spa Awards.