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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.
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