NASHVILLE, TN: Sona MedSpa International has selected Northlich, an integrated agency in Cincinnati, to handle a wide-ranging marketing and PR effort.
Sona specializes in anti-aging treatments that employ lasers and other technology.
The company wanted a firm that could handle all its communications needs as it seeks to expand beyond the 25 centers it has today, said CMO Kurt Schusterman.
First-year spending on the integrated campaign could reach $15 million, but Schusterman said that he did not know how much of that would be devoted to PR. Local owner-operators will determine their PR needs as the campaign begins next year, he explained.
"We are trying to build a category and position ourselves as the leader of that category," he explained.