objective:

Othership, an immersive, social sauna and ice bath experience, was opening the doors to its third location in New York’ Flatiron District—its first in the US. In collaboration with MBA, our goal was to make this launch as unforgettable as the Othership experience itself.

EXECUTION:

We built a comprehensive communications and community strategy, inviting and welcoming press, influencers, founders, and more into the space over the course of six media events. In addition to media and influencer relations, we also worked with the team to host impactful partner events, and helped augment the NYC Co-Pilot program.

Outcome: 

We created major buzz around the opening, earning 1M estimated views on coverage from top-tier outlets including the New York Times, WWD, New York Post, Time out New York, Curbed, Fitt Insider, Conde Nast Traveler, and The Cut, as well as tons of social and community chatter amongst key opinion leaders and influentials. Othership has been booked solid since opening its doors in NYC.