Hollywood Tans' rebranding shines with street team help

The executives at Sewell, NJ-based Hollywood Tans felt that the company didn't have a consistent identity.

The executives at Sewell, NJ-based Hollywood Tans felt that the company didn't have a consistent identity.

To help change its image, it called upon Mullen to organize a rebranding effort to reintroduce the company to its target demographic of males and females ages 18 to 25 in cities throughout the US.

Strategy
The PR team wanted to garner a stronger public presence for Hollywood Tans as a fun and trendy brand, in an effort to eventually increase its customer base, says Stacey Pabis, senior account executive at Mullen.

“As long as we could get the word out to as many people as possible... we could get them talking,” Pabis says.

Tactics
The agency sent out street teams in five US cities to hand out tanning-related product samples and promote a texting contest that was designed to drive traffic to hollywoodtans.com, where consumers could participate in a poll about their “favorite body part to tan.”

“The teams engaged people... with a reason to have a conversation,” says Alex Maurer, SVP and director of client services at Mullen.

The team also pitched local news outlets, bloggers, and lifestyle and fashion magazines to come see the street teams at work.

Results
In addition to securing coverage on the CBS Early Show, the effort led to the distribution of 10,000 samples in five key markets, an increase in sales, and the addition of 8,500 people in the company's customer database. The contest received 13,800 texts and online votes, as well.

“It just really all tied in and created a nice, consistent brand experience across the board,” says Kelly McCormick, former marketing director at Hollywood Tans.

Future
Mullen and Hollywood Tans no longer work together.

PR team: Hollywood Tans (Sewell, NJ) and Mullen (Pittsburgh, PA)

Campaign: Tan on the Streets

Duration: March-May 2008

Budget: $70,000

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