NSPI Branches Out

Northlich has created its first campaign for The National Spa & Pool Institute, a print effort tagged “Life, redefined.”

Two print executions appear in May issues of Better Homes & Gardens and Garden Deck and Landscape.

In February, the NSPI sold its NSPI International Pool and Spa Expo to Handley-Wood, a Tucson, Ariz.-based publisher of residential and commercial construction trade magazines.

As a result, the NSPI, an international trade association based in Washington, was able to place ads in Handley-Wood publications.

“My ad range opportunities expanded so I decided not to run the old print,” said Jack Cergol, an NSPI representative.

With the Handley-Wood deal freeing up money that in the past was spent on trade publications, NSPI was also able to use its $200,000 annual ad budget for advertising in more mainstream consumer publications such as Better Homes & Gardens, Cergol added.

Northlich, the Cincinnati agency that had handled NSPI’s public relations, was hired to create the campaign with a new marketing focus.

The new work pushes the recreational value of pools and the relaxation attributes of hot tubs, said Don Perkins, Northlich’s executive vice president of creative department.

Past print and TV spots touted the reliability and professionalism of NSPI members and were created by the now defunct New York shop of Klein & Solin, Cergol said.