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Body sculpting company Slendertone is to launch a nationwide search for a woman to become ‘the body of the brand’ and encourage fellow females to tone up before hitting the beach this summer.
To help them in the six-month initiative the Irish-based firm has extended the existing PR remit of Cheshire agency Sass to launch the ‘add tone challenge’ campaign.  Slender, toned and just a little Sassy To kick start the activity Sass has brokered a deal with Marie Claire magazine, where the brand will receive on and offline advertorials, editorial and advertising, as well as being allowed to use the Marie Claire branding on all promotional materials and literature. In a further coup the agency has persuaded the magazine’s beauty editor to undertake the six-week challenge and blog about her experiences. Sass head of PR Lyndsey Evans explained that Marie Claire was the right publication for the brand as “the title has both a demographic and psychographic fit.” She added: “we are confident that this campaign will deliver a substantial return on investment for the brand, meeting awareness, positioning, sales and data capture KPIs.” Sass has also revealed that it will be promoting the search via experiential street activity and is looking to bring on third party hotel and bar partners to host audition events. The agency will be providing full national and regional media support. Slendertone’s PR push comes ahead of a new creative advertising direction for the brand, which recently appointed Publicis to its £10m account. www.withsass.com Something to add? Then leave a comment below or email us now.
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