Karma Spa

Challenge

San Diego is home to several Asian spas. The concept: Inexpensive treatments conducted in a not-so-private setting by practitioners who honed their skills in China. Then there are “other” Asian spas, offering clients a little “extra” happiness. Karma is the best of the former, but in a serene setting with private rooms, giving guests an economical way to experience the healing benefits of regular bodywork – the Chinese model of wellness. All practitioners are dually certified in Eastern and Western modalities, further differentiating it. Karma, therefore, needed to be branded as a top day spa offering the combined benefits of ancient Chinese healing and traditional massage modalities, not a non-exclusive Asian spa, “that kind” of spa or even typical day spa.

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Solution

PlainClarity sought to educate the press and public about the unique benefits of Karma Relaxation Spa. With so many modalities — Eastern and Western — under one serene roof performed by exceedingly skilled practitioners at such an economical price point, it was a matter of getting Karma as much press exposure as possible within a short period of time in an attempt to saturate the psyches of could-be guests and keep it top-of-mind among media. We were skeptical prior to our first visit to Karma, but one massage and we were sold. The press needed to experience it to believe it.

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Benefit

In under two months of working together, nearly every producer, editor and lifestyles writer had tried a mini-treatment; some have since gifted treatments to significant others and friends. Then the blogs came in — and one of the editors gushed over her reflexology experience on Geena the Latina’s popular Channel 93.3 radio morning show — and the spa was featured in a top lifestyles publication — and in a men’s lifestyle newsletter that reaches thousands daily — and the owner in a prominent newspaper. And we booked TV segments on three networks. And it was good.