FFOLKESPA
FFOLKESPA is a bold new £3M spa destination found at The Ffolkes in Hillington, Norfolk. Opened in September 2025, it set out to redefine wellness in the East of England.
This is a spa concept that swaps traditional Zen minimalism for an unapologetically fun, social spa experience with a signature “Heat, Cool, Chill, Repeat” philosophy. As the latest innovation from the team behind The Pigs and Byfords, its opening marked a major new chapter in Norfolk’s hospitality scene.
We were appointed to create the PR blueprint for launch – shaping the narrative, generating early hype, and positioning FFOLKESPA as the region’s must-visit for 2025 and beyond.
What we have achieved
Moving at pace, with an approach rooted in sharp positioning by leveraging strong media relationships, our role was to tell the story of FFOLKESPA before it had been written.
By quickly identifying the audiences that mattered, and landing coverage that would inspire discovery and drive bookings from day one, our tightly coordinated press office:
- Developed the core narrative, capturing FFOLKESPA’s bold personality and clearly differentiating it from other traditional spa offerings in the UK.
- Delivered a fast-turnaround pitching programme, leveraging established relationships to secure high-value press trips and placements during pre-launch and launch periods.
- Positioned the founders as category challengers, spotlighting the innovation behind the thermal concept and the region-first experience in the local media and specialist spa press.
- Showcased the development through first-look imagery and video, ensuring journalists received compelling, ready-to-run assets quickly.
- Identified and recommended the right influencers to bring the FFOLKESPA experience to life by selecting creators whose aesthetic, attitude, audience and storytelling style amplified unique elements of the spa’s bold, personality and translated first-look content into real consumer demand.
- Identified potential partnerships to give the launch extra layers of credibility.
The outcome: a launch that generated momentum – capturing attention across consumer, lifestyle and regional media, sparking excitement across social channels, and driving early demand for both day visits and spa stays.
Highlights
- High-impact PR launch blending fast, strategic press office work with proactive storytelling to put FFOLKESPA on the map.
- 10 targeted press trips that unlocked rich editorial, social content and first-look features.
- Curated a roster of trendsetting creators whose social storytelling boosted desire, discovery and shareability.
- Coverage across national, consumer, regional and spa-specialist media, driving sustained visibility where it matters.
- 6.65M+ message reach from press trips alone, cementing FFOLKESPA as the East’s newest premium, must-visit spa destination.
- Enabled high-value partnerships with KL Magazine and The Good Spa Guide, culminating in highly-engaged with launch content, and FFOLKESPA being named a Best New Spa finalist at the 2025 Good Spa Awards.