For those that missed the 2008 ITA Tanning World Expo, Rick Berman and his team presented the media-campaign plans for 2009. Building on the highly successful 2008 campaign, Berman presented a strategy that will continue the momentum that was achieved in fighting junk science and negative tanning hype.
The 2009 campaign will move the focus online by using banner ads and keyword advertising to target multiple audiences and messages. Online advertising has many advantages—it allows for multiple messages to be distributed and offers the ability to adjust messaging based on response mid-campaign without the kind of censorship that mainstream advertising has demonstrated.
Just like last year, the messages will focus on:
- Debunking “junk science” and anti-tanning hype.
- Highlighting the connection between vitamin D and UV light.
- Educating consumers about responsibility when tanning.
- Providing anti-burn information.
- Supporting the cosmetic/relaxation aspects of tanning.
Unlike last year, the 2009 campaign will also:
- Use geo-targeted, demographic information to reach a specific audience.
- Spread humorous videos on tanning issues using YouTube and other video Web sites.
- Promote stories and messages to the media that expose the lack of anti-tanning activists’ credibility.
For the last item noted, the campaign will call out issues such as Botox and encourage the media to examine this hypocrisy in regard to dermatologists’ views on tanning.
For the campaign to continue to succeed, though, the ITA needs the involvement of the businesses that are the pillars of the industry. You can contribute by sending a check made payable the ITA/Berman Campaign to the ITA or by contributing online through www.theita.com. If you have any questions, call the ITA at (202) 367-1142. Your support is needed and appreciated.
Source: Indoor Tanning Association (ITA)
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