June 4, 2004

Sire teams with T&C Pools for an all-encompassing campaign

Williamsport—The area’s number-one name for pool sales and service, Town & Country Pools has teamed with Sire Advertising to create a three-month advertising campaign. A number of special happenings commanded a unique niche for Town & Country’s 2004 campaign.

April marked Town & Country’s 25-year anniversary. On April 1, as part of the business’s silver anniversary, owners Rick and Sue Silvagni opened the doors to a brand new Williamsport store. Just across the street from Town & Country’s previous building, the new location, garnished with palm trees, now offers above- and in-ground pools, chemicals, accessories, and product maintenance. Town & Country also has a second location on Route 405 North of Milton.

To gear up for the pool season, feature the new location, and celebrate Town & Country’s silver anniversary, Sire developed a three-ad series, which promoted above- and in-ground pools during the peak installation months and also invited Central Pennsylvania to register for a series of exciting giveaways including two pools, completely installed. In addition to ad development, Sire scheduled and placed ads in appropriate daily and weekly newspapers.

An ideal complement to the print campaign, radio scripts were also developed to call attention to Town & Country’s history of business success and generate an increased interest in the June 5 grand opening event. In concepting the scripts, Sire established fictional characters Frank and Marcia. The three scripts represented three scenarios centered on Frank’s humorous obsession with owning a pool from Town & Country and Marcia’s combative responses to Frank’s dreams and delusions.

In addition, to increase awareness, Sire also developed two billboards, which mirrored print advertising concepts and were placed in various locations throughout the Susquehanna Valley in May and June.

From an editorial standpoint, Sire prepared a press release and organized grand opening publicity articles and photos to be featured in local surrounding newspapers.

As the campaign draws to a close, an on-location live remote, hosted by Kiss FM’s Gary Chrisman will be take place on June 5 from 11am to 2pm at Town & Country’s new Williamsport store across from Donut Deli.