Following a competitive pitch, award-winning BOTTLE has been appointed by Pool Industry Promotions (PIP) on behalf of the British Swimming Pool Federation (BSPF) to raise its profile in the wet leisure industry sector using online and traditional print.
BOTTLE will also work on raising awareness of its member organisations, the Swimming Pool and Allied Trades Association (SPATA) and the British and Irish Spa and Hot Tub Association (BISHTA).
The marketing and PR brief also includes support of key events in the industry diary including the annual SPATEX pool, spa and lifestyle show and the BISHTA and SPATA awards.
The media strategy employed by BOTTLE will include placing swimming pool and hot tub user case studies into the consumer press and pitching ‘real life’ lifestyle stories to demonstrate the benefits of having a pool or hot tub built in the home. Some of the issues surrounding this area include the perception of safety and the cost of maintenance of hot tubs and pools, our aim is to respond to these issues with features, news led articles and comment pieces.
As part of the bread and butter PR activities BOTTLE will manage BSPF’s press office, providing rapid responses to any relevant stories that appear in the press on a daily basis, positioning the Federation as the commentator on industry issues.
Will Cairns, BOTTLE PR’s Managing Director, says: “We are thrilled to become part of the BSPF team at such an exciting time. Next year sees SPATA celebrate its 50th anniversary and BISHTA celebrates its 10th anniversary. With the impending 2012 Olympics we foresee a very eventful time ahead for BSPF and its member organisations.”
The first thing on BOTTLE PR’s agenda will be the support of this year’s SPATEX pool, spa and lifestyle show which hosts the SPATA Awards, taking place in February. BOTTLE PR has already been involved in the judging process and will be attending and managing the media at the event. The PR team will also be supporting the association members with media releases and advice on how to successfully raise their brand awareness on a local level.
Will Cairns continues: “We have fantastic experience in marketing and publicising award ceremonies, so we are well placed to implement PR for this prestigious event.
“We are looking forward to helping the members with their own PR and encouraging industry press and local journalists to attend the event. We will also be conducting post event PR activity to encourage more exhibitors to attend in 2011 to help the event to continue growing.”
Later in the year BOTTLE PR will be reviewing BSPF’s marketing activity and providing advice on how to maximise opportunities with all marketing materials and implement a marketing toolkit.
Jamie Adams, Chairman of Pool Industry Promotions (PIP) says: “In looking to improve the service we offer to our members PIP needed a dynamic PR partner that would allow us to be more effective in the promotion of the pool and spa industry.
We are delighted with the solid approach provided by BOTTLE PR and look forward to working with them to raise the profile of our industry and the products and services we offer to both the consumer and the trade”.