Spas are no longer an optional amenity for top-level resorts. Oftentimes, they define a resort and its reputation. Over the past six years, HPR has been involved in positioning and promoting the spas affiliated with its resort and private country club clients. In some cases, we've been in on the ground floor of planning and brainstorming; for other clients, we've come on board after a renovation to focus new attention on this important amenity.

HPR researches key features, indigenous ingredients, seasonal treatments and industry trends, in order to guide our spa clients to maximum media coverage. Each spa has its own special attributes and treatments, which HPR spotlights in a customized media-relations strategy. Usually, the plan calls for media visitations, with spa writers, travel editors and health and fitness media, plus a heavy emphasis on high-quality visuals.

Months after a facility's doors officially open, spas are kept in the forefront with distribution of updated photography, creation of gift packages that include signature treatments and body products, and emphasis on holiday gift-giving opportunities such as Valentine's Day, Mother's Day and Christmas.

In several cases, HPR's pre-opening analysis determined that meeting planners place a high priority on selecting resorts with on-site spas. Hence, HPR placed a particular emphasis on targeting meeting publications for its clients with conference facilities. We've also researched and showcased trends, such as couples treatments, men-only areas and teen pampering.

Among the spas that have been promoted by HPR are:

• Spa Minerale at Lansdowne Resort
• Springs Eternal Spa at Bedford Springs Resort
• Wintergarden Spa at Wintergreen Resort
• Sage Springs Club and Spa at Sunriver Resort
• Spa Coeur d'Alene at The Coeur d'Alene Golf & Spa Resort
• The Spa at Trump National Golf Club, Westchester

According to Karen Moraghan, one of HPR's principals, her agency's spa work is testimony to its ability to work on myriad types of accounts. While we pride ourselves on the reputation we have built in the golf and resort industries, and through our deft orchestration of special events, our successful roll-out of new and renovated spas shows just how versatile we can be.