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Keeping Up With All Points North Lodge

Challenge

Celebrity treatment center All Points North Lodge needed help. Immediately. While in the hunt for a PR agency that understood its overarching vision, the Colorado-based personal development and wellness provider was blindsided by a controversy caused by reality star Scott Disick. Yes, that Scott Disick. The Kardashian star made international news when he claimed All Points North Lodge “betrayed” him by leaking photos of him in recovery. The false narrative devastated the center’s partnerships and business relationships.

APN Lodge was in urgent need of a PR agency that could swiftly execute an effective strategy to mitigate this controversy.

This type of client was a first for Bospar, but we came ready to do battle, presenting a 360-degree customized plan that advocated demonstrating All Points North Lodge’s unwavering commitment to 100% confidentiality, evidence-based treatment, and world-class recovery as the top priorities.

Strategy

But first, we had to make sure Disik’s announcement was not going to do any harm. The news was going to come out on a Friday. And not just any Friday – it was the Friday before Super Bowl Sunday. It was clear the intention was to bury the news. We had to make sure that didn’t happen.

We presented our plan on Wednesday, February 3; the contract was signed the next day, and we began executing immediately.

We leveraged our all-hands-on-deck implementation plans developed for clients such as Mendix, Unisys and Tetris and our keen understanding of how to calibrate messaging for wellness audiences – garnered from our work with Healthline and DrFirst. Our work with celebrities Buzz Aldrin and George Takei helped prepare us for the media relations to come.

Success

Our media outreach delivered immediate results. On February 5, People Magazine’s Benjamin VanHoose told the All Points North Lodge version of events, quoting Disick that the treatment center wasn’t in any way responsible for the leak: “l have resolved all of my issues with APN Lodge and after an investigation do not believe that the facility was responsible for the leak of my personal information.”

Furthermore, Disick added that this should be an important point in making the case that there shouldn’t be any stigma in securing treatment. He explained, “I hope this experience encourages, rather than discourages, others from seeking the help they need.” Other outlets soon followed – with social conversations activating, too – including Yahoo Entertainment and Yahoo UK, E! Online (Mike Vulpo), Us Weekly (Meredith Nardino), MSN, Daily Mail (Dan Heching), Just Jared, ET Canada, LoveBScott, Perez Hilton, TV Shows Ace (Chanel Adams), Daily Soap Dish (Hasib Afzal) and Pop Culture (Victoria Moghaddami).

All Points North Lodge was genuinely delighted – and surprised – by the turn of events. “In one day, you’ve already proven to us that you were absolutely the right choice,” said Anna Mason, marketing manager for All Points North Lodge. “We didn’t know PR could be this good.”

Bospar is excited to begin implementing the next phase of its collaboration with All Points North Lodge – to destigmatize mental health challenges and to champion the life-changing impact All Points North can have for those who are struggling.

“In one day, you’ve already proven to us that you were absolutely the right choice,” said Anna Mason, marketing manager for All Points North Lodge. - We didn’t know PR could be this good.”

— Anna Mason, All Points North Lodge Marketing Manager

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