Flipside PR hosted an exclusive press event at Calcot Hotel & Spa to celebrate Sleep Awareness Week and a brand new product launch with Drowsy Sleep Co.
DROWSY Sleep Co. is represented by Flipside PR in the UK. Contact us to find out more.
Drowsy PR Event Overview
Flipside PR curated an exclusive press retreat at the renowned Calcot Hotel & Spa in the heart of the Cotswolds to celebrate Sleep Awareness Week and showcase Drowsy Sleep Co.’s newest product launch, The Beauty Sleep Clinic, an innovation in the beauty, health, and wellness industry. Hosted by Drowsy founders Richie and Sam, this immersive overnight experience invited a selective group of press who are all lifelong and loyal supporters to indulge in the ultimate relaxation getaway while gaining first-hand insight into the brand’s philosophy and products. Guests also received an exclusive first look at The Beauty Sleep Clinic, as well as morning yoga, an exclusive meet the founder’s dinner, and Drowsy inspired spa treatments.
Campaign Strategy & Execution
Flipside PR crafted a thoughtful strategy to engage and immerse press attendees, generating excitement and buzz around Drowsy’s latest launch. The journey unfolded as follows:
THE JOURNEY
To build anticipation, each press guest received a personalised first-class train ticket to Kemble, inviting them to embark on a luxurious sleep-focused retreat with Drowsy.
On Friday, press attendees gathered at London Paddington Station, where Drowsy representatives welcomed them with branded goodie bags filled with travel essentials, including silk eye masks, calming pillow sprays, and snack supplies. Upon arriving at Kemble Station, a dedicated ‘Beauty Sleep Concierge’ car service greeted guests and transported them in comfort to the stunning Calcot Hotel & Spa.
THE STAY
Upon arrival, the hosts escorted the guests to their elegantly styled rooms. Each had been thoughtfully branded with Drowsy touches, creating an atmosphere of ultimate relaxation. Each room featured:
- Luxury personalised Soho House dressing gowns embroidered with guests’ initials.
- Exclusive ‘I WOKE UP LIKE THIS’ tote bags.
- Slate grey branded Stanley cups for staying hydrated in style.
- Drowsy-branded plush bath towels for a spa-like experience.
- Cozy Drowsy-branded round-neck jumpers, perfect for lounging in comfort.
Guests had full access to Calcot Hotel & Spa’s award-winning facilities, including massages, manicures, an indoor swimming pool, sauna and steam room. The afternoon was dedicated to pure relaxation, allowing guests to unwind in a manner and style that suited them best.
THE EVENING EXPERIENCE
As the evening unfolded, the hosts welcomed press attendees to a sophisticated drinks and canapé reception. The night continued with an intimate, three-course dining experience in the hotel’s exclusive private dining room. This was hosted by Drowsy’s founders, Richie and Sam.
During the dinner, the duo shared insights into the brand’s journey before unveiling their latest product: the Beauty Sleep Clinic – a scientifically formulated two-step supplement designed to optimise sleep cycles and promote overnight skin renewal. This exclusive first look offered press an in-depth understanding of the product’s benefits, formulation, and the science behind Drowsy’s commitment to restorative, beauty sleep.
THE MORNING AFTER
The following morning, guests were able to participate in a private group yoga session. This ensured a gentle awakening for the body and mind for the day ahead.
Guests also enjoyed a nourishing breakfast spread that included fresh smoothies, fruit platters, and a tasty pastry selection. This was all intended to fuel the body and round off this rejuvenating stay.
In Conclusion
Flipside’s press trip for Sleep Awareness Week was a complete success. The trip garnered significant social coverage reaching an audience of 42,092 and over 98 posts. The press trip highlighted Flipside’s unmatched ability and industry expertise to not only effectively execute a seamless press stay, but to generate incredible coverage and elevate Drowsy’s reputation as a leading luxury sleep brand.