Adventure Yogi - launching a virtual yoga retreat
When the global pandemic hit, many businesses were impacted, particularly travel businesses. Adventure Yogi, a yoga retreat travel business, had to put a halt on all retreats, meaning trips to far-flung destinations such as Costa Rica, Sri Lanka and Morocco, as well as across the UK, were put on hold. The brains behind the operation pivoted on a sixpence and took the business online, creating ‘That Retreat Feeling’. A series of virtual retreats, as well as a specially created DIY at-home offering, meant that all of us stuck in lockdown could still practice yoga and, importantly, reap the physical and mental benefits of a full retreat from the comfort of our homes.
With a short timeframe to work with, we executed a targeted approach and crafted bespoke content for broadsheet media, selected consumer outlets and regional publications. We drafted a launch release for the digital retreats and hit the phones and emails. Working our media contacts to land coverage across identified media we also tweaked the messaging to grab attention and push the message further linked to calendar dates and news reports (such as Mental Health Awareness Week and a report showing the nation has experienced struggles with sleep during lockdown). We also worked with a selection of hand-picked influencers and media to trial the at-home retreats and share their experiences with their readers and followers.
Following the strategic media liaison, Siren Comms achieved national coverage in key national broadsheet, regional and consumer titles like the Daily Telegraph, London Evening Standard and Waitrose Weekend. Influencer engagement also allowed for first-hand reviews of the new digital retreats delivered to a readymade target audience through social media channels and blog posts. Our campaign delivered the client a positive boost for their new digital product, as they also enjoyed seeing how all the influencers creatively used the retreat in their content.