Spurred by the performance of its 2014 media campaign, the Pool & Hot Tub Council of Canada’s (PHTCC’s) Toronto Chapter ramped up its promotional efforts in 2015 to endorse two different messages.
One call to action, ‘Why hire a certified pool professional,’ was promoted on 680 News for three weeks (between April 27 and May 17) in the form of 10- to 30-second radio spots. Four of the 30-second commercials during this period included the “brought to you by the Pool & Hot Tub Council of Canada” tag line.
This message, along with the continuation of last year’s campaign, ‘Traffic or Tranquility,’ which promoted the benefits of pool ownership, were also advertised on numerous posters/billboards between April 20 and July 20. The latter message targeted cottage goers as a way to avoid commuter traffic and instead enjoy their backyard paradise.
“The response from Toronto chapter members to our 2015 media campaign has been outstanding,” says Toronto chapter manager, Mette Yellowlees. “We’ve only received positive feedback.
“This year, the media campaign was expanded to cover more areas in which members of the Toronto chapter do business.”
The billboards were located in the following areas:
- Warden Ave., 500 m (1640 ft) north of 14th Ave. west in Markham (April 20 to July 13);
- Hwy. 400, 1.5 km (1 mile) north of Finch Ave., in North York (April 27 to July 20);
- Upper Middle Rd., 150 m (492 ft) east of Guelph Line in Burlington/Hamilton (April 20 to May 25); and
- Upper Middle Rd., 400 m (1412 ft) west of Walkers Line in Burlington/Hamilton (May 25 to July 13).
In addition to showing a relaxing backyard environment, the billboard also includes the campaign’s dedicated URL (http://www.nocottagecommute.ca/), which directs consumers to a website where they can learn more about the advantages of owning a backyard swimming pool and/or hot tub or to locate a Toronto chapter member company in their region.
