5W Case Study

Evian Royal Resort Case Study

A longstanding presence in the luxury beverage category, Evian Natural Spring Water is one of the most well-known bottled waters in the world. But while the water is a household name, many don't associate a brick-and-mortar property with the brand. 5W Public Relations was tasked with raising the public profile of the Evian Royal Resort, Evian's luxury getaway located in the heart of the French Alps.

The Evian Royal Resort also plays host to the Evian Masters, the premier women's golf tournament, which plays an integral part of receiving press coverage for the property. Each year during the tournament, 5W distributes daily newsletters to the media, updating them on the latest goings-on of the game.

The most successful way for the media to become acquainted with the property was to actually take them there. In 2007 and 2008, 5W coordinated intercontinental press trips so the American media could obtain firsthand knowledge of all that the Evian brand encompasses, including its hotels and spas.

Through this tactic, 5W was able to secure media attendance from some of Evian's most sought after media targets, including: Elle Canada, Spa Magazine, American Spa, Beverage World, Caviar Affair and Black Enterprise Magazine, all which currently have release dates for fall of 2008 and early 2009.