Ananda in the Himalayas

Ananda in the Himalayas

Brief

Located in the tranquil Himalayan foothills, Ananda is the spiritual pathway to the ultimate, discovered through the union of body, mind and soul. It is not just a retreat that will leave you breathless with the enchantment of its surroundings, but assists in redefining lifestyles to include the well-known traditional Indian wellness regimes of Ayurveda, Yoga and Vedanta combined with best of International Wellness Experiences. Ananda in the Himalayas aims at providing the guests with a stimulating environment which encourages personal growth and long-term health transformation. They are striving to truly make a difference and make the world a healthier, happier place.

As the communications partner to the award winning destination spa our goals were to maintain and strengthen Ananda’s position as India’s number one destination spa and continue to enlarge the circle of influence around holistic wellness.

Strategy

The PR strategy is aimed at strengthening brand awareness and positioning it as the leading destination for wellness. The aim is to continue the efforts of befriending and engaging the media and influencers in order to achieve strategic and strong storytelling in print, digital and social media even after a decade of its existence.  The PR tactics included:

  • Drive greater awareness and reiterate Ananda’s leadership through its various wellness programmes with the Indian audience and create buzz around the property through exclusive experiences and outreach
  • Associate with relevant influencers to visit & experience Ananda in order to strengthen Ananda’s position across print, digital and social media platforms
  • Periodically highlight new and seasonal launches of new wellness programs and promotions of visiting masters
  • Re-kindle interest amongst the luxury titles for Ananda’s wellness programs through shoots and customized review packages
  • Continued participation in trend features in key magazines on spa and holistic wellness through Ananda experts/PR bank

Results

Ananda in the Himalayas enjoys the position of the top destination spa across the world and is frequently awarded and visited by Bollywood and Hollywood’s favorites, the British Royalty and Indian HNI’s.

 

Through strong editorial and influencer endorsements Ananda has further established its position for its wellness programmes. The PR Programme has initiated and coordinated both editorial and influencer endorsements through the year, which includes reviews, covered in leading magazines like Laxmi Menon for ELLE, Masaba Gupta and Neena Gupta for Vogue.

Ananda’s panel of in-house experts enjoys a strong share of voice in the industry and they are prominently referenced as leading experts across features and trend stories related to meditation, yoga, Ayurveda and holistic wellness.

Marking a milestone in the history of destination spa in India, Ananda has garnered continued qualitative media placements in key media titles like Vogue, Elle, Harper’s Bazaar, Grazia, Robb Report, Condenast Traveller, Travel+Leisure among others.  Over the last two years (2016-2017) Ananda has successfully maintained its position of being the most visited retreat for relaxation and rejuvenation and is one of the top most destination spa across the world. The property has garnered 500+ coverage, which is worth more than $8 million.

It has won multiple awards including ‘Best Destination Spa’ in the coveted Condé Nast Readers’ Travel Award 2017. This Ananda’s third win in a row in this category. It was also voted ‘Best Destination Spa’ by Travel + Leisure India’s Best Awards 2017 through their readers’ poll conducted both through the magazine and online

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