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POOL & SPA INDUSTRY

#everydaycation – Finishing The Season On A High! PIP PR & Marketing Manager Sallie Leslie-Golding provides an update on the latest activity from the industry marketing campaign

T

he Pool Industry Promotions (PIP), campaign to promote the UK hot tub and pool industry started in June this year and ran through to the end of October. Over the last two issues of SPN, I have given updates on the latest activity from the industry campaign and the results generated. As the campaign draws to a close for 2020, I have outlined in this article the final elements that have been undertaken for this year. The PIP committee had a summary meeting with our campaign agency (Speed Communications) at the end of October while this latest issue of SPN is at print, as our initial contract for 2020 comes to a close. Following this, the PIP Committee will be meeting in November for the annual PIP Strategic Planning meeting to review the effectiveness of the PIP strategy for 2020 and to plan activity for 2021.

LIFESTYLE INFLUENCER

an exclusive three-month agreement with threepieces of activity posted via her Instagram account with in excess of 100k followers. Laura has built her career on finding Brits their holiday homes abroad, best known as a presenter on Channel 4’s ‘A Place in the Sun’ programme. Laura has her very own plush pad right here in the UK, situated in Surrey, with her husband Alex Goward and their two children Rocco and Tahlia. Laura’s stunning home boasts a swimming pool and a lush garden, as well as very chic decor inside. Laura is exceptionally active on Instagram and has been sharing updates of several of the house projects she has taken on during lockdown as well as images enjoying her garden and swimming pool. On 29 August, Laura shared her first video. At the time of writing this article, this will shortly be followed up will another video and posts about swimming pool ownership and the benefits it can bring to the lifestyle of pool owners.

NATIONAL CAMPAIGN WITH THE METRO

For the social influencer part of the campaign and to promote swimming pool ownership (#everydaycation and SPATA), we have been working with TV presenter Laura Hamilton in

BISHTA put out a request to all members, asking if they would like to become a prize

TV presenter Laura Hamilton was used in an exclusive three-month agreement for the #everydaycation campaign

Campaign activity drives visitors to the campaign website which provided a tool to engage and inspire visitors

28 October 2020 SPN 30-31_SPN_October_20_BSPF_Everydaystaycation.indd 28

sponsor for the competition element of the #everydaycation campaign, working with the Metro on a national competition during September and October, in return for national promotional coverage. We are pleased to announce that Chris Brady at 1StopSpas agreed to sponsor the hot tub prize for the #everydaycation competition this year. Entry to the competition was open to subscribers of the Metro’s property e-newsletter (The Key) and the competition was further promoted through the use of digital, social media and print advertisements. With a circulation of 2 million, the competition provided excellent national coverage for the hot tub industry, as well as promoting the #everydaycation campaign, BISHTA and 1StopSpas.

#EVERYDAYCATION LOCATION As people have spent so much time at home in recent months, a lot more of their money has been, and will likely continue to be, spent on home improvements. To capitalise on this trend and the surge in demand for domestic hot tubs and swimming pools, an element of our #everydaycation campaign was to run a social media Facebook competition. The competition was aimed at hot tub and pool owners to enter photos of their #everydaycation moments and their creative garden set-ups. There have been a lot more people sharing images on social media of their themed garden set-ups, such as holiday resorts, spa locations or owners have personalised their garden space with the addition of creative extras, such as projection screens, outdoor gyms, outdoor buildings, seating areas and outside bars. The ‘#everydaycation location’ Facebook

www.swimmingpoolnews.co.uk 02/11/2020 22:21

Profile for Aqua Publishing Ltd

SPN (Swimming Pool News) October 2020  

Informing the pool and spa industry since 1959. Covering the UK's wet leisure market, SPN (Swimming Pool News) is the UK's longest running a...

SPN (Swimming Pool News) October 2020  

Informing the pool and spa industry since 1959. Covering the UK's wet leisure market, SPN (Swimming Pool News) is the UK's longest running a...