ITA Update: National Advertising Campaign

National Advertising Campaign

The launch of the much-anticipated advertising campaign in mid-March received a huge amount of national media attention. The campaign combined a dramatic, full-page New York Times ad with television commercials running in seven different markets. The goal of the campaign was to create ads that were controversial enough to convince the media to discuss the ads and create a debate about the perceived risks and proven benefits of tanning.

The campaign has been featured nationally on Good Morning America, Inside Edition, CNN, Fox News and Good Morning with Julie and Mike, as well as more than 100 local television news programs. Follow-up media requests continue to pour in. The best part is that most of these news programs feature the commercial and the print ad, resulting in additional, free exposure. (As of press time, the value of the earned media is more than $400,000.)

In addition to showing the ads and speaking with ITA representatives, most of the appearances included statements by the opposition—but for the first time, they were responding to our claims and our message, instead of the other way around.

If you are an ITA member, you’ve received a disk of material to use in your advertising and marketing programs. If you’re not a member yet, now is the best time to join.

Look for more high-profile public relations efforts from the ITA in the near future.

ITA Open Board Meeting

When: June 9-10
Where: Sandusky, Ohio

The ITA is holding its summer open board meeting June 9-10 at Kalahari, America’s largest indoor and outdoor water park located in Sandusky, Ohio, a short drive from Cleveland.

School is out—so, bring the kids and spend Monday, June 9 enjoying the water park. Then you can meet the ITA board at a welcome reception that evening, while networking with professionals from all sectors of the tanning industry.

Tuesday morning, join the ITA for breakfast and the open board meeting. You will have the opportunity to receive updates and participate in discussions regarding industry affairs while your family enjoys another day at the theme park. A representative from Berman and Co. also will be on hand to discuss the public relations campaign and give a preview of what the industry can expect next.

President’s Message

I just want to stop for a minute and thank everyone who has joined or renewed their ITA membership for 2008. With all that is happening in the economy, I know there are many demands on your budgets and we sincerely appreciate being one of your priorities.

I also want to explain to those of you who are not members how important your participation is to the long-term success of our organization and ultimately, to the industry. Every year, a growing portion of our operating revenue comes from membership dues. These funds help finance everything the ITA does on the regulatory and legislative fronts, as well as all of the other activities we do on a daily basis to ensure the continued growth and success of the industry. And, as we take a more aggressive tack with our detractors, we know they will push back. So, please give us your support.

For our salons, membership is a real bargain—only $100 per location. We are committed to building a stronger industry and we cannot do it without you.

Thanks,
Dan Humiston
ITA President