Speed appointed to make waves for the hot tub and home pool sector
MISSION Agency, Speed Communications, has been appointed to support the hot tub and home swimming pool industry with PR, media and influencer activity as well as PPC, SEO, digital display and social media advertising, following a competitive pitch.
The campaign has been initiated by Pool Industry Promotions (PIP) to promote the UK Pool and Hot Tub industry. PIP is a committee set-up by the Water Leisure Industry with an emphasis on PR and Marketing. Members of the committee come from the UK bodies representing contractors, manufacturers, distributors and retailers of swimming pools, spas, hot tubs, saunas, steam rooms and associated equipment – the British and Irish Spa and Hot Tub Association (BISHTA), the Swimming Pool and Allied Trades Association (SPATA).
With the sale of hot tubs having already experienced a 480% surge in sales during lockdown, and the estimated increased market opportunity being worth over £350million (excluding sales of associated products such as chemicals and gazebos) PIP identified holidaying at home as a further opportunity to drive the sales of hot tubs, spa pools and home swimming pools.
Speed was chosen by PIP as their Agency partner due to its solid integrated experience, including creative campaign development and quantifiable campaign measurement as well as the blending of PR and digital programmes, in the leisure and lifestyle markets.
Kelly Pepworth, Managing Director of Speed Communications, said: “The traditional summer holiday will be very different this year, with most of us continuing to stay at home rather than going abroad. The installation of a hot tub, home spa or swimming pool can really elevate the at-home holiday, and we are thrilled to be working with PIP on this project so they can benefit from our extensive lifestyle PR and digital experience.”
Chris Hayes, Managing Director of PIP (BSPF, BISHTA and SPATA) said: “There is a clear opportunity for us to increase the desirability and sales of hot tubs and home pools at a time when everyone needs a boost. We want the public to know that they can still enjoy a summer holiday, but from their very own hot tub or swimming pool. Speed’s enthusiasm and creativity made them immediately stand out, and their understanding of the brief and our challenge was clear.”
James Clifton, MISSION Group Chief Executive added “What a fantastic brief to be working on during what has already become one of the hottest Spring seasons on record. I look forward to seeing how Speed’s creative approach will bring it to life over the coming months.”