Baker Public Relations was selected to represent Spa Mirbeau, a Day Resort concept in Albany at Crossgates Mall, to assist with their public relations and media relations efforts for their highly anticipated opening.

With engagement beginning nearly nine months prior to opening their doors, it was crucial to drum up awareness and buzz throughout the region that the Mirbeau brand would be opening a new concept in the fall of 2017. Pre-opening efforts included crucial message development for Spa Mirbeau, which was utilized in all pre-opening and opening collateral materials, advertisements, social media posts and other marketing pieces. Additional public relations efforts included a significant marketing campaign at the Saratoga Race Course, which was also publicized in the press as well as a media hard hat tour of the Spa Mirbeau construction site. The media hard hat tour resulted in ample media coverage in outlets such as the Times Union, Albany Business Review, Spotlight News in addition to many others. Announcements were also made for significant hires such as the spa’s GM and executive chef which kept the Spa Mirbeau brand front and center in reginal and national trade media leading up to the grand opening.

The spa’s grand opening efforts included a Friends & Family event as well as a ribbon cutting ceremony with regional dignitaries. Baker Public Relations assist with all aspects of both events, including dignitary outreach and coordination, advertising spends, R.S.V.P. list management, media relations as well as coordinating all marketing and public relations efforts with Crossgates Mall and other partners such as TPG architects, to maximize media coverage and awareness.  Our opening efforts secured media placements in predominate local and national media in outlets such as Times Union, Spectrum News, NBC New Channel 13, Skin Inc., American Spa, Nation’s Restaurant News and many more as a result of our opening press release distribution and targeted media pitches.

Since opening, Baker Public Relations continues to garner a steady drumbeat of media placements and has most recently coordinated a virtual reality video tour of the spa with our vendor partner, Filmworks. The finished product has become a significant marketing tool for both in-house and external efforts, giving the public the opportunity to view the full property from their computer or any mobile device. Baker Public Relations has since been named company of record for Mirbeau Hospitality Services, overseeing public relations services for Mirbeau Inn & Spa in Skaneateles, N.Y. and Plymouth, Mass in addition to Spa Mirbeau.


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