How do you take the UK’s most iconic luxury spa brand and drop it straight into prime-time Channel 4 television?

You build a full Champneys sanctuary in the middle of the Malaysian jungle.

PuRe PR took the British spa brand far beyond the beauty and wellness pages. "When PuRe partnered with Champneys at the start of 2026, we told them working with PuRe meant doing things differently. We told them they needed to put their faith in us to deliver not just more, but better. Yes, we wanted to secure full-page reviews, high-DA backlinks and VIP media stays. But alongside this, we wanted to create a huge moment, with high impact. A pop-culture moment that drove mass brand awareness outside the traditional beauty and wellness press," explains PuRe co-founder and CEO Kelly Marks.

For Channel 4's hit reality series Tempting Fortune, the agency spearheaded what it calls a boundary-pushing activation. The placement put Champneys alongside cultural heavyweights Greggs, KFC, and Harry Ramsden's as the ultimate test of willpower for contestants.

According to PuRe, the result was unmatched brand recall and primetime cultural dominance.

"It's this out-of-the-box thinking and dynamic product placement that keeps PR at the forefront of the marketing function," Marks adds. "At PuRe we deliver strategies and results that sit in unexpected places, driving brand awareness and cultural relevance."

According to Marks, this matters for modern brand strategy for three reasons:

1. PR beyond boundaries: Breaking out of category silos makes a brand impossible to ignore. A luxury spa in an extreme environment creates instant intrigue and maximum shareability.

2. Cultural stature: Standing shoulder to shoulder with household names in a flagship entertainment format cements a brand's place in British pop culture.

3. Proactive impact: World-class PR isn't reactive. It's about engineering big-ticket, unexpected opportunities that rewrite a brand's narrative.

For PuRe PR, creating transformative, boundary-pushing moments for clients is at the heart of everything the agency does.