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Whiteface: Public Relations Campaign

Rugged is Hot, Ragged is Not

With a strong base of male clientele drawn to snow sports and other Adirondack adventures, Whiteface Lodge sought to translate business from its outdoor programming into sales at its full-service spa. The resort developed a spa menu specific to men, inspired by spa trend research that revealed a growing number of male travelers are looking for vacations that mix the great outdoors with interesting après ski experiences.

We launched a “Rugged is Hot, Ragged is Not” PR campaign around the new offerings, touting the masculine and local influences in treatments like “The Outdoorsman Facial” and “Lumberjack Hand Soother.”

The catchy title and creative offerings generated extensive print and digital media coverage. Standalone features in Forbes, HOTELS, American Spa and Luxury Travel Magazine painted Whiteface Lodge as the go-to destination for the modern man.

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