Retained by the new owner of Grayshott, our brief was to re position the spa as the leading destination for wellbeing in the UK. Piledrivers developed and delivered the marketing and communication for the re launch which coincided with the 40th anniversary of the opening of Grayshott, working closely with the PR company, agencies, suppliers and product houses. With operational as well as sales and marketing experience in the spa industry we worked with the management team to centralise the bookings of rooms and treatments for the spa to maximise yield management and provide motivational training.
The marketing activity culminated in a launch event at the Asprey flagship store in Bond Street London, another quintessentially English brand that was being revitalised. We introduced Annabel Croft, celebrating a timely 40th birthday, who agreed to become the face of Grayshott to promote the Tennis Academy and Club Membership. To capitalise on the established reputation of Grayshott as a pioneer of the UK spa industry and to promote the revitalised brand we raised sponsorship from suppliers and product houses to produce a book to commemorate the anniversary telling the story of Grayshott through the eyes of the staff and guests with a foreword by Dame Judi Dench.
“Congratulations on London's most glam party of the season!
...a fantastic turnout and a real buzz....”
Christina Appleyard, Former editor of Night & Day, now freelance Mail on Sunday