SCOTTSDALE, AZ: Massage Envy Spa has selected Golin as its PR agency partner to help the brand engage consumers about the benefits of its massages and skincare services.
Golin, which won the business following a competitive review, began working on the account on April 1, said Massage Envy PR director Karen Sung via email. She declined to disclose how many agencies competed for the account.
"We want to continue to inspire people to integrate massage and skincare into their wellness routine, and we felt Golin was the right partner to help us do that," she said.
Fish Consulting was the incumbent on the account.
"The team at Fish is incredibly proud of the consumer campaigns we've led over the past four years, and while those activities have changed we're excited to continue to support Massage Envy Spa's franchise development efforts, as well as consumer PR efforts in South Florida," said Lorne Fisher, CEO and managing partner of Fish Consulting, in a statement.
Golin is tasked with educating consumers on the importance of incorporating Massage Envy’s services into their lives to "help them feel their best," said Sung.
Ginger Porter, MD of Golin’s Dallas and Atlanta operations, said the agency is focused on sharing a message that "massages go beyond relaxation" and benefit all aspects of life.
While reaching out to media such as lifestyle publications will be part of Golin’s strategy to tell the brand’s story, social media will play an even stronger role, Porter added. Golin’s Bridge command centers, which allow for real-time marketing and content amplification, will be a central component of the agency’s efforts to intercept and connect with consumers, she said.
Golin will also engage influencers and bloggers for Massage Envy.
The firm’s Dallas office is leading the account. The contract is for one year, and budget information was not disclosed.
Golin has been on a winning streak in 2015, picking up PR business for Humana and Crayola, both of which were previously Edelman clients. Mattel also hired the Interpublic Group firm to handle PR for its Barbie and Hot Wheels brands, accounts that were previously held by Ketchum.
Since its foundation in 2008, Massage Envy has opened more than 1,000 locations in the US, according to the company website. Most recently, the brand has expanded throughout the state of New York, opening its first Manhattan location last fall and launching spas in Queens and Clay over the past month.