CARLE PLACE, NY: 1-800-Flowers.com partnered with Woman's Day magazine and Red Door Spas for a De-Stress and Recharge campaign, an initiative to promote health and wellness using aromatherapy.
The month-long campaign, launched on August 5, will leverage the assets of each brand to reach an upscale, female demographic between the ages of 35 and 54.
“We're always looking to reach consumers in new ways,” said Steve Jarmon, VP of brand communications and partnership marketing for 1-800-Flowers.com. “Health and wellness are on [the consumer's] minds and summer is a time when people kick back and literally smell the roses.”
Messaging for the campaign also focuses on the affordability of aromatherapy. Jarmon called it “a way to treat yourself at a [lower] price point” and luxury brand, Red Door Spas, emphasizes that a spa day is not out of range despite the economy.
“Being a luxury brand doesn't mean it's something you can't afford,” said Inga Pross, director of marketing at Red Door Spas. “It's about making yourself feel good when times are difficult.”
Both 1-800-Flowers.com and Red Door Spas are offering their customers complimentary or discounted products and services where floral scents are the main attraction. Woman's Day is providing tips and techniques from its editors, making it a built-in media outreach tool.
All three organizations are promoting the campaign on their Web sites, and both 1-800-Flowers.com and Red Door Spas have engaged their AOR firms (MWW Group and M Booth, respectively) for national broadcast outreach efforts and e-mail blasts to each of their consumer databases.
Jill Simmons, director of corporate communications at Hachette Filipacchi Media, publisher of Woman's Day, said via e-mail, that the campaign “made perfect sense to participate since it [is] perfectly aligned with our messaging.”
“Our health director, Amy Brightfield, has done many stories on how to de-stress and has included tips on the power of flowers in her articles,” she added.