Massages, Manicures & Manolos
The makers of Sex and the City 2 (SATC2) knew exactly what they were doing releasing the hyper-anticipated hit movie sequel last Memorial Day weekend. It meant people had free time to spare and sought fun ways to spend it. Monique Michaud found a way to not only seize holiday weekend marketing opportunities, but also get in on the SATC2 fervor for an added business boost.
As director of spa and retail operations, Michaud was brainstorming ways to entice guests to visit Spa of the Pines in Lake Arrowhead, California, during their extended weekend stays at its adjoining resort. She created several unique packages–all inspired by the film–and each reflected the personality of a beloved SATC character. Michaud even teamed up with the hotel bar to offer coupons for a complimentary drink, custom-suited to each spa package.
“The Carrie” ($155)–designed with fashionistas in mind–included a hairstyle, makeup application, classic pedicure and a Cosmo cocktail. “The Miranda” ($220)–created to service busy, wound-up guests–featured a decompressing Swedish massage, express facial and a tall glass of merlot. “The Charlotte” ($200) included a champagne facial, classic mani/pedi and a bubbly flute of champagne. “The Samantha” ($160) featured an aromatherapy body scrub, Brazilian wax and a Sex on the Beach martini. And the promo, called “A Taste of the City…” didn’t neglect male spa-goers. City men chose between “The Aiden” ($175)–a deep-tissue massage, reflexology treatment and mug of beer–and “Mr. Big” ($215)–a hot-stone massage, sports manicure and men’s hairstyle with a Manhattan cocktail.
Michaud, a “huge fan of the show,” said the idea came to her last-minute. “I was excited to see the movie, and I had this vision of a feather boa inside a large martini glass on our reception desk–and I just started writing,” she says.
Guests booked packages based on the their preferred treatments, though Michaud says that, “the ladies wanted to switch things around to get different drinks.” “The Miranda” and “The Aiden” were the big winners, but time will tell which character ultimately prevails. The spa extended the special until the end of June.
Michaud says she plans to look for more ways to incorporate pop culture into spa specials. “I only wish I’d come up with the idea earlier–I would’ve had the staff dress up and maybe added movie passes and a resort stay,” she adds. “I’d definitely do this again, but it’d have to be the right movie.”
Does your spa create promotions around popular movie releases and events? Tell us about it at koreilly@creativeage.com–Katie O’Reilly