National Hot Tub campaign kicks off

Pool & Spa News, June 18, 2004 by Bob Dumas

The National Spa & Pool Institute's Hot Tub Council has announced it will partner with Meredith Corp., publisher of Beuer Homes and Gardens Special Interest Publications, for a national advertising campaign.

The program is designed to highlight the benefits of hot tub ownership and is aimed at baby boomer and upscale homeowners. It will launch in the June issue of Garden, Deck and Landscape, then appear in three subsequent issues of the quarterly magazine, running through spring 2005.

The campaign, sometimes referred to as the ABC program (Awareness, Benefits, Complete Your Retreat), is the cornerstone of this year's "HotTubLiving" marketing initiative overseen by the Hot Tub Council.

"The ABC program has print, online and in-store components, with a combined media value of more than $1.6 million and 4.5 million [consumers reached]," said Lauren Stack, marketing consultant for HotTubLiving.

Three companies have signed on as sponsors for the program: Master Spas, Sundance Spas and Zodiac Pool Care. A fourth sponsor is still being sought.

The print component of the ABC program involves multiple pages of advertising. The online segment includes advertorials placed on HotTubLiving's consumer Web site.

"The ads in [Garden, Deck and Landscape] will drive consumers to the Web site, where there is a special feature for them to click on so they can download content," Stack explained. "We wanted to add some meat to it besides just the advertorials."

HotTubLiving.com also will have a three-month presence on the House and Home section of Better Homes and Gardens' Web site.

Stack said that banner ads designed to drive Internet users to www.HotTubliving.com will appear on Yahoo, AOL and Improvenet.com.