Ryokan
Healthy relations

Client
The Ryokan health spa is located on the edge of the town of Zutphen. In Japanese, ‘Ryokan’ refers to a pleasant stopover on the ancient Japanese trading routes. Apart from its health and spa facilities, Ryokan also provides complete courses of treatment. These include treatments for chronic fatigue or burnout, lack of energy, obesity, stress, recovery after an operation or simply relaxation. In short, the unique treatment programmes at Ryokan Health Spa in Zutphen provide all the elements needed for working at your total well-being. Ryokan Health Spa has frequently been described in many media as one of the four top health spas in Europe.
 
Business Unit
Through its activities in the Health & Beauty sector, MCPR has built up a large, varied network of media relations which it uses to launch products and services related to Health & Beauty. In addition to this, MCPR builds complete platforms to support its clients’ brands in terms of communications, perception and sales.
 
Mission
To carry out a general PR programme with, in the first instance, the specific aim of spectacularly launching Ryokan as a Japanese-style health spa. Ryokan wants to show that they also provide complete treatment programmes in addition to their Health & Beauty treatments.
 
Strategy
First of all, a press release was sent to show that, following trends abroad, increasingly more Dutch people are recognising the benefits of residential health treatments. A select group of 20 journalists was then personally invited to experience a one-day version of the 5-day treatment.
 
Result
Almost all of the 20 journalists visited Ryokan over a period of 6 months and published features on the health spa. These varied from Metro, Volkskrant, Telegraaf and ANP to Linda, Red, AM, Welness, Playboy, JFK, Santé, Libelle, Psychologie, Green2, Glamour, etc.
The journalists wrote very positive articles about their stay in the health spa. The professional photographs of the designer health spa that were supplied by MCPR gave the articles a stylish appearance.