South Lodge: 24 Hours of Vinotherapy and Lakeside Lodges
The campaign celebrated South Lodge’s first harvest from their onsite vineyard, highlighting how the grapes will be crafted into the house wine with Ridgeview and how vine leaves are transformed into spa products for the new Vinotherapy offering by Pelegrims - demonstrating a zero-waste, sustainable approach.
SCOPE OF WORK: Whilst weaving into the storytelling, the campaign also supported the continued launch of South Lodge’s luxury lakeside lodges, The Reeds. As the first three-way partnership of its kind, we developed an event concept to bring the story to life: media were invited to stay in The Reeds, experience vinotherapy treatments, and enjoy a hands-on wine-making session while sampling Ridgeview’s English sparkling wines.
Complementing this, an influencer campaign featured 1:1 stays, enabling authentic content creation and first-hand storytelling.
Coverage spanned spa features, reviews of The Reeds, and wine-led stories, delivering a real breadth of content. Results included solus review features, spa inclusions, and expert commentary, amplifying South Lodge’s wellness and luxury offerings across beauty, spa, F&B, and travel audiences.
THE RESULTS ARE IN
50 pieces of press coverage
Total Audience Reach of 154M
Press event hosted at South Lodge to launch vinotherapy with top tier editors from publications including RED, YOU, Decanter
Coverage highlights include: Decanter, National Geographic , Square Mile, Marie Claire, Harpers Bazaar, Forbes, GQ, Handbook, CityAM and Womens Health
10 Influencer Stays including Emily Tierney and Demelza May
874K Influencer Reach
60 Pieces of Content Posted
FROM THE HORSES MOUTH
“South Lodge is one of the top wine spa’s in the world.” - Alicia Miller, Decanter
“The Reeds at South Lodge might be Britains Best Hotel stay yet .” - Square Mile
“Wine therapy, known as vinotherapy is the summers new wellness hack and South Lodge is the place to do it! ” Libby Brodie, City AM
“We were both feeling a tad burnt out and our peaceful Reeds lodge couldn’t have been more cosy and perfect.” Emily Tierney
