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This morning, APSP announced plans to launch the industry's first consumer campaign, which will be called "Escape."
The campaign will span across a variety of channels including print advertisements, a microsite, experiential trade show marketing and PR and digital media support. In addition to garnering consumer awareness, the effort also unites manufacturers and dealers behind the common goal of promoting the industry on a national scale.
As APSP President and CEO Rich Gottwald wrote in a message to APSP members, "The Escape campaign is unlike anything we've communicated in the past and will undoubtedly support us in making a splash on behalf of the industry in 2015 and 2016. Escape will entice potential pool and hot tub owners to transform their backyards into their own staycation havens. The creative, which will display a wide range of images such as tropical paradises confined within backyard pools and hot tubs, will be published nationally across print and digital channels throughout 2015 and 2016."
The website will also feature a dealer locator, which will help Escape visitors connect directly with local pool and spa pros.
Other industries, including the boating and RV industries, have created similar campaigns for their markets that have helped them rebound from the recession. APSP is ready to follow suit:
"For many years our industry has looked to the RV and boating industries as examples of what could be done. It's our turn now. The APSP Board of Directors is committed to consumer outreach and we hope you are as excited about this effort as we are. It is a solid start and one that we'd like to build upon each year," Gottwald wrote.
The campaign was created by Planit, an agency that boasts DeWalt, Marriott International and Universal Music Group on its roster.
“We’re excited to lead a revolution for The Association of Pool & Spa Professionals, an organization that has been a leading voice for the pool and spa industry for more than 50 years,” said Sarah Quackenbush, director of client engagement at Planit. “I’m confident our partnership will bring pools, spas and hot tubs back to where they belong—the forefront of consumers’ minds as well as their backyards."
The campaign will launch in November at the PSP Expo in Las Vegas.
For more information about the Escape campaign, check out the September issue of AQUA.
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A few quick facts about boric acid and sodium borates:
• Used as a pH buffer in swimming pools (against increases in pH)
• Helps to limit algae growth (acts as an algaestat)
• Lowers chlorine demand
• Additional benefits may include reduced corrosion
• Recommended dose
The rank of APSP Fellow is an honor bestowed on prominent individuals who have made distinguished contributions that raise professionalism in the aquatic community through teaching, research and/or exemplary service to others. Nominees for the rank of APSP Fellow are also evaluated on their professional accomplishments and their commitment to the values honored by the APSP Fellows Program.