The T&O Group Develops Evolved Brand Strategy for Fantastic Sams; Popular Salon Raises Profile with New Print, Television and Radio Advertising

Business Wire, Oct 14, 2002

Business Editors & Marketing Writers

IRVINE, Calif.--(BUSINESS WIRE)--Oct. 14, 2002

The T&O Group, a leading Southern California advertising, interactive and public relations agency, today announced a new advertising and branding campaign for long-time client and popular hair salon enterprise, Fantastic Sams(R).

A major component of the campaign involves a departure from the established, "Gotta be the Hair" tagline to the new message, "The Salon for the Rest of Us," raising the salon's profile to compete with independent salons by offering a variety of services including color, perms, high-end products, contemporary styles -- but at a better price. The new tagline will be supported by print, television and radio spots targeted to specific nationwide audiences.

"Fantastic Sams corporate works very closely with its franchise partners to develop a consistent message throughout the organization," said Steve O'Leary, chairman of The T&O Group. "By taking the organization's synergy and combining it with our experience we have packaged it into a branding and advertising campaign that we feel will be a home run, heightening awareness of the salon's full-service capabilities."

The new advertising and branding campaign will let consumers know that Fantastic Sams is the place to go for the latest hairstyles at a fair price. The launch will begin with a television spot titled, "Paparazzi." The spot opens on a stylish young man who appears to be walking down a catwalk and posing for photographers as flash bulbs pop. The camera pulls back to reveal he's actually in an office copy room and the flashes of light are coming from the copy machines.

"Fantastic Sams has been around a long time, but we've discovered a lot of people don't know about all the services they offer or what a good value they are compared to the high-end salons," said Mike Hall, vice president and creative director of The T&O Group. "We wanted to communicate the fact that anyone can get a high-quality hairstyle at a reasonable price."

The TV campaign was produced by Harvest Films and directed by Frank Samuel.

About The T&O Group

Specializing in consumer, high-tech and e-business marketing communications, The T&O Group is one of Orange County's largest entrepreneurial, owner-operated agencies.

With more than 50 employees and 2001 billings of $60 million, the company provides an integrated approach to marketing and communications programs. Major clients include In-N-Out Burger, National Association of REALTORS(R), Fantastic Sams(R), Pioneer New Media Technologies, Sempra Energy, Phillips 66 Co. and UNIGLOBE Travel.

Expanding its global capabilities, The T&O Group is the Southern California shareholder of Worldwide Partners Inc., the world's largest strategic business network of multi-local entrepreneurial, owner-operated marketing and communications firms. For additional information, contact The T&O Group at 949/833-8006, or on the Internet at http://www.theTandOgroup.com.