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December 2, 2008

Iconic spa's birthday tour is a big hit

To mark its 30th anniversary this year, The Sanctuary, London’s iconic ladies spa, recently launched an experience that treated the UK to a taste of its service and its products, with resounding success.

Created by ID, the campaign featured an eye-catching, luxurious mobile spa, which set off on a nationwide birthday tour in September this year. The treatments it offered were available to everyone, with some consumers booking in advance, while other by simply popped in. But whether pre-booked or on the hoof, everyone enjoyed an engaging experience evoking all five senses.

Roaming spa: The Sanctuary celebrates on the road

Guests were greeted with a glass of chilled champagne and pampered in one of four secluded treatment pods. All treatments were complimentary mini versions of those offered at the London spa and administered by The Sanctuary’s own trained therapists.

In addition to the beauty treatments, a fourth pod offered consumers the opportunity to receive a complimentary consultation with the first ever scientifically certified skin imaging service, in conjunction with skincare company Beau Visage. This complimentary service allowed consumers who visited the roadshow an in-depth analysis into what’s happening under the surface of their skin – and what they can do about it.

As well as all this pampering, The Sanctuary generously gave consumers over 30,000 mini Body Butter samples to ensure the luxury of the spa went home with them too.

Campaign research proved the activity to be a resounded success, with 80% of consumers claiming they would go on to purchase Sanctuary Spa products in the future. Many were amazed by The Sanctuary’s generosity. “I had a relaxing neck and shoulder massage, it was lovely!” said one visitor. “Thank you very much to all of the team, what a lovely treat”.

“Having worked with iD on in-store marketing activity in my current role and in my previous roles at Revlon and Bourjois over the past eight years, I knew exactly which agency could create a big bang for The Sanctuary’s 30th birthday!” said Emma Keyworth, senior marketing manager at The Sanctuary. “And they certainly delivered. It was a thoroughly successful campaign, largely due to the expertise of iD’s in-house Creative, Production and Staffing teams. A very Happy Birthday for us indeed!”

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