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The Sanctuary celebrates its 30th birthday

The Sanctuary celebrates its 30th birthday

Like anyone hitting 30, the Sanctuary needed to celebrate in serious style, and invited the public to the pampering party.

Here experiential specialists iD explain how they did it.


The Sanctuary has been an iD client for three years. Up until 2008 our relationship has been around supplying instore promotional staff to demonstrate their product range in key Boots outlets. This year they decided that it was time to try experiential.


The Gig

The Sanctuary Spa, London’s iconic ladies only health spa, turned 30 this year. To celebrate this milestone they tasked iD with giving the rest of the nation a little taste of paradise.   


The iD Answer

How do you take The Sanctuary and all the luxury that goes with it out of London?  Build a new mobile one! iD’s eye-catching bespoke mobile health spa set off on a nationwide birthday tour in September this year and featured a large central area where consumers could sample The Sanctuary beauty products and speak to trained iD staffing brand ambassadors.


No spa is complete without beauty treatments so guests were greeted with a glass of chilled champagne and pampered in one of the four secluded treatment pods. All treatments were complimentary ‘express’ versions of those offered at the London spa and administered by The Sanctuary’s own trained therapists to deliver that perfect spa experience.


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 Beau Visage.  


This complimentary service allowed consumers who visited the road show 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 mini Body Butter samples to ensure the luxury of the spa went home with them too.


The treatments were available to all, with some consumers booking in advance, while other passers-by simply popping in for some ‘on the go’ luxury - each leaving with an engaging experience evoking all five senses. 


The Result

The Sanctuary Spa toured 7 city centres across the country over the course of the summer of 2008 and distributed over 35,000 product samples – needless to say it was very popular with the woman on the street!


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


This was one of the most generous campaigns in iD’s long history in experiential, and as a result consumers developed a real affinity with the brand.


The Sanctuary matched the agencies creative concept with heaps of free product and the valuable time of their own trained therapists – this helped make the campaign a real success. Consumers were literally blown away by the experience and iD are already planning the 31st birthday tour!


Emma Keyworth, senior marketing manager at The Sanctuary said, “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! And they certainly delivered. A very Happy Birthday for us indeed!”





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