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Terme di Saturnia is a 50-year old resort complex situation at the foot of the medieval village of Saturnia in Tuscany just over one hour drive from Rome, Italy. The property was built around a 3,000 year old thermal pool dating back to the Etruscan period. Terme di Saturnia had undergone several management changes and as a result lost its standing within the U.S. market and ultimately marketshare. The PR strategy was to reintroduce the product to the U.S. market positioning the property drawing direct correlation between the origins of S.P.A. and the significant role the Romans played in creating the concept of well-being through Roman Baths. The PR campaign targeted top upscale consumer travel publications and executed numerous experiential demonstrations or press trips. |
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Target key publications serving target markets
Secure feature editorial placements communicating property’s core message points
Increase revenue and occupancy during need periods |
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Virtuoso Life, November/December 2006, Circulation 150,000, Water works
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Luxury Spa Finder, September-October 2006, Circulation 120,000, Terme Di Saturnia, Tuscany, Steeped in History
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Elle Canada, August 2006, Circulation 131,107, Pool Play
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High Class Living, June 2006, Circulation 16,000, Terme Di Saturnia Spa Resort Celebrates 50th Anniversary
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US Airways inflight magazine, Circulation 346,832, June 2006, Pleasure of the Gods
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Ocean Drive, April 2006, Circulation, 55,000, Sultry Summer Sojourns to Schedule Now
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New York Post, January 3, 2006, Great ways to recover from holiday madness
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Luxury Spa Finder, July 2005, Circulation, 120,000, Spa Ultimate
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Spa Magazine, May 2005, 102,000, Marriage, Italian Style
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Robb Report, Circulation 10,2,60, March 2005, Healing Powers
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Forbes.com, November 12, 2004, Sulfur So Good
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Global Traveler, November 2004, Circulation 57,820, A Tuscan Son
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Departures, May/June 2004, Circulation 911,988, The Departures Survey
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The New York Times, May 16, 2004- Circulation 1,420,420, "Travel Advisory; Deals and Discounts"
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