Situation Overview

 Mystic Tan is the nation’s leading UV-free spray-on tanning booth, creating an even, natural-looking, tan in less than a minute. Mystic Tan launched in 1999 and was met with great success and acceptance among tanning salon owners. The company’s initial public relations efforts focused on educating media and the public in each market in which a Mystic Tan booth was installed, as the concept of spray-on tanning was very foreign in most markets.

 National consumer exposure was necessary to continue to build demand for the Mystic Tan booth. Blanchard Schaefer Advertising & Public Relations recommended public relations efforts to create a push / pull effect to drive customers into salons, which in turn would increase demand for Mystic Tan booths and bolster sales to salons.

Solution

 Mystic Tan’s top-tier target media outlets include national men’s, women’s and teen’s general interest publications; as well as lifestyle television programs. In order to reach those audiences, BSAPR implemented the following strategies: