Elmwood Spa hires Siren Group
By Adnews Staff
The Toronto-based Elmwood Spa has retained public relations agency The Siren Group, also based in Toronto, to promote its renovation program. The agency will work to raise consumer and media awareness of the changes to the spa through media co-promotions, special events, national media relations and product placement activities. The spa is also conducting an advertising campaign, created in-house. Radio ads will run on Toronto stations CHFI and the FAN 590 in December. A print campaign will run in The Globe and Mail and Toronto Star fashion sections. Other elements will include Skyward traffic tags, three digital billboards and posters at Union Station. Also, a direct mail package will be distributed to 5,000 of the spa's existing customers. Email ads and a redesigned website are also part of the campaign, as is a new logo. "Our comprehensive marketing and PR plan will communicate the Elmwood experience that relaxes, refreshes and renews in our historic home and its newly updated interior," said Joanne Domanski, managing director of Elmwood Complex. The first phase of the spa's renovation program was recently completed. The second and third phases will be completed by the spring and fall of 2006.