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Revitalised Pool & Spa brand will help grow Australian market Pool & Spa Enhancing O utdoor Living magaz ine is the ne xt step in the ev olution of SP ASA’s consumer pu blications
“Our exhibitors and consumer attendees will receive a more coherent and positive experience across our events,” he says.
Print and digital SPASA’s consumer publications have also been brought under a single brand with the drawing together of two titles under the Pool & Spa masthead.
The addition of the Brisbane event takes to five the number of consumer expos under the SPASA Australia umbrella
SPASA Australia has revamped its Pool & Spa brand to directly engage with millions of Australian consumers in a ground-breaking push to get swimming pools and spas front-of-mind. The strategy aims to grow the swimming pool and spa market across the country and is particularly timely given the covid-led surge in demand. SPASA CEO Lindsay McGrath says that many pool builders and spa suppliers are experiencing a level of interest they have never seen before. “This is great news for many businesses. But it won’t last forever. Now is an excellent time to get our message of buying the best pools, spas and equipment from quality builders and suppliers, backed by the trusted SPASA brand,” he says. “Our message will get in front of millions of consumers and will continue to help drive demand into the future, prolonging the current boom times and continuing to build a healthy, sustainable industry nationwide. The strategy includes a raft of ways to reach consumers: face-to-face, print, digital and television.”
Consolidating consumer expos SPASA Australia recently bought Queensland’s Pool Spa and Outdoor Living Expo from Australasian Exhibitions & Events (AEE). The addition of the Brisbane event takes to five the number of consumer expos under the SPASA umbrella, with the other events in Sydney, Melbourne, Adelaide and Auckland. Following the acquisition, the events will now have the consistent branding of Pool & Spa Lifestyle Expo in each state. The incorporation of Lifestyle in the title is seen as a good fit for the brand’s future growth. McGrath says the expanded footprint will allow SPASA to improve the scale and efficiency of their yearly media investment and expand their reach to more households. 12 SPLASH! October/November 2021
The Pool & Spa brand captures the Choosing Your Pool & Spa magazine, featuring the yearly awards of excellence, and the Pool & Spa Enhancing Outdoor Living magazine, which is the next step in the evolution of Pool and Spa Review which was purchased by SPASA in 2019. Both magazines are published in print and digitally, and are distributed through the Pool & Spa Lifestyle Expos and SPASA members. SPASA Australia chairman Stefan Ossenberg says the evolution is the next strategic step in expanding SPASA’s service capabilities, and part of their published strategy to promote and grow the pool and spa industry. All consumer media and consumer face-to-face events will now be focussed under the Pool & Spa brand with the aim of increasing consumer awareness of the industry. Trade media and trade face-toface offerings will continue to be focussed under the SPLASH! brand. A new consumer friendly website has been launched (www.poolspalife.com.au) and the social media presence has been expanded to promote the pool and spa lifestyle. “Previous successful mergers and acquisitions such as the SPLASH! magazine and trade expo, PASCAA, and the Pool and Spa Review have led to this point where the association can better impact the public and community at large,” says Ossenberg. “SPASA’s value to members and the wider industry has grown double digits each of the last five years with Lindsay at the helm. SPASA is focused on our purpose of delivering a better, happier and healthier community through the 2025 industry growth project. The SPASA staff have shown dedication to continual improvement, enhanced technology capabilities and commitment to leadership. We are excited to see this transformational change take place.” The new consumer focussed website hosts information for existing and prospective pool and spa owners including general advice and where to find a provider, as well as the details of all the shows and magazines. Additionally, SPASA Australia’s partnership with Best Pools via the Pool & Spa brand has brought television into the mix. See the story on page 13. Contact: www.poolspalife.com.au