Launching a world class health resort to the UK market
The challenge
The Lanserhof Group is built around its pioneering Lans Med Concept, an integrated approach to wellbeing that treats the body as a whole, combining advanced medical research, cutting-edge technology and clinical expertise. While the concept was well established and respected in German-speaking markets, it was virtually unheard of in the UK when we began working with the brand in 2015.
With the launch of Lanserhof Sylt, a state-of-the-art health resort designed for an affluent international clientele, the challenge was twofold. We needed to introduce and educate the UK market on a science-led medical wellbeing philosophy that went far beyond a traditional spa experience. At the same time, our strategy had to focus on the highest income brackets, securing authoritative coverage that would build credibility and resonate with a highly discerning audience.
Our approach
We developed a narrative-led launch strategy rooted in credibility, craftsmanship and controlled access. Our priority was to position Lanserhof Sylt not as a spa opening, but as a serious medical wellbeing destination, deserving of coverage in the UK’s most influential luxury, lifestyle and business publications.
Through carefully curated press visits, we immersed top-tier journalists in the Lanserhof experience, enabling first-hand storytelling around the brand’s science-led philosophy, architectural design and clinical expertise. This experiential approach ensured coverage felt authoritative rather than promotional, creating an aspirational aura around both the Lanserhof brand and the Sylt resort.
Alongside this, we implemented a targeted awards strategy, entering the property into the most respected industry and consumer accolades to reinforce its leadership credentials and extend visibility well beyond launch.
The results
Within twelve months of launch, Lanserhof Sylt had secured coverage across the UK’s most influential high-end publications, firmly introducing the Lans Med Concept to a new market. By 2022, seven years into our partnership, UK market share had grown from low single digits to high double digits, establishing Lanserhof as a recognised leader in the British luxury wellness space.
Our strategy centred on securing authoritative placement within the most respected A-list titles, ensuring credibility from the outset. Alongside sustained editorial coverage, we engaged a select group of highly connected “black book” influencers to reinforce the brand’s appeal among affluent and culturally influential audiences.
Supported by an always-on press office, we delivered exclusive press trips for top-tier media including The Financial Times, Tatler, Vanity Fair, Harper’s Bazaar, Country & Town House, The Telegraph and The Times, enabling first-hand storytelling around Lanserhof’s medical wellbeing philosophy.
The campaign also translated into significant industry recognition, with major award wins and accolades including:
- Tatler Spa Awards 2023
- Condé Nast Traveller Spa & Wellness Awards 2024
- Sleeper AHEAD Award – European Best New Build 2023