Sallie Leslie-Golding - PR & Marketing Manager for the BSPF, BISHTA and SPATA - shared some news about the very next campaign set to benefit every company involved in the UK Pool and Hot tub industry.
Boosting #everycation lifestyle, in response to 'staycations at home' demand
The PIP committee was established in the mid-1990s with an emphasis on PR and Marketing on behalf of the industry. Today's committee has representatives from both the pool and hot tub sectors providing a combination of experience in all parts of the industry.
Given the exceptional situation of the lockdown from Coronavirus, the PIP committee got to work with putting together a marketing campaign brief to boost the industry post-lockdown.
At the end of April, using online meetings, the PIP Committee saw campaign pitches from eight agencies presenting a variety of proposals. They have appointed Speed Communications, a full-service digital promotional agency.
This campaign will primarily be a consumer (B2C) marketing campaign to make waves for the Pool and Hot Tub Industry, through a creative campaign that generates positive noise in the media and comes to life to make pools and hot tubs the must-have items this summer and beyond. As there is increased demand for water leisure products, the campaign will be built around 'staycations at home', introducing pools and hot tubs to create an #everydaycation lifestyle.
Speed Communications have commenced work with research into the target audiences for pools and hot tubs, looking at differences and common interests. In June, actions will be well underway. BISHTA and SPATA members will communicate ways that the companies can get involved (tools, creatives and news of any media coverage) and join forces industry-wide in maximising the increased publicity.
BISHTA and SPATA encourage Pool and Hot Tub professionals to join their trade association to be in touch with the latest news of the promotion campaign and many industry support actions "to Move Forward Together".