The Tanning Shop is currently the largest tanning chain in the UK, with over 100 stores located nationwide, in addition to their products and equipment elements of the business both off and online.
Advertising space in telephone boxes at key locations within Leeds City Centre had been booked by the client to increase brand awareness, with the intention of driving business to the new store. The advertising campaign was intended to be lifestyle led, with a focus on the stores contact details and location. The advertising campaign would connect with an introductory in-store promotion.
We explored the concept of booking a “6 minute holiday”, along with the topical subject of a “staycation”, to communicate that the sunbed sessions are a little break away almost like a mini holiday during your busy day.
Initially we explored the concept of a boarding pass design for the voucher which would be used for the in-store promotion element, using the concept that the reception area is the departure lounge and you need a boarding pass in order to obtain your mini holiday and redeem your discount.
Following on from this we continued the “staycation” and mini holiday theme through to the telephone box on street advertising, with lifestyle shots to suit. We utilised the existing brand colours to create striking areas of interest for the passer by. We played with the double meaning of ‘break’, as a large number in the city centre may use the shop during their break from work on a lunchtime etc.
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