The one-year contract has a $3.5 million budget, with two one-year options available, said Kathleen Reilly, project leader and public affairs specialist for the independent agency. The goal of the legislation is to enhance safety in public and private pools and spas, reduce drownings and injuries, and educate the public about supervision of children.
“The goal is to raise awareness with the public and consumers about better safety measures,” said Scott Widmeyer, chairman and CEO of Widmeyer.He added that the firm is subcontracting some of the work to OmniStudio, a branding and design firm, and might add other subcontractors to the project at a later date. Ben Finzel, SVP and public affairs practice leader at Widmeyer, noted that OmniStudio is receiving a contract in the six figures.
The integrated campaign will target a broad audience, ranging from industry to state and local officials to parks and hotels, and will include branding, traditional and online media outreach, and partnership development. It is slated to launch in the spring, and work began this week.
Reilly declined to provide information about the number of firms that pitched. She said that an RFP was issued in October and Widmeyer was awarded the account in mid-December.