Massage Envy launches $10 million radio and TV effort


The franchised massage and spa services provider announced a new $10 million radio, television, print, online and outdoor advertising campaign for 2011, dubbed “For ME.” The four television and radio spots produced show how Massage Envy can be beneficial for overall health and wellness.

“Pain in My Back” and “Women for Massage Envy,” focus on the aches and pains individuals relate to and how a routine massage provides relief. Knowing that many individuals rely on massage as a stress-reliever, the ad “Stress Test” was created to demonstrate how Massage Envy helps rejuvenate and contribute to a healthy lifestyle. Lastly, the ad “Couple Sold on Spa” appeals to those who seek a customized massage and spa experience at an affordable price. 

The effort was created by The Lavidge Company and will be utilized by the brand’s regional developers and franchisees in the 43 states. Each ad features a different type of customer including the working mom, home renovator, teacher, nurse, businessman, woodworker and mountain biker.

Today, there are more than 650 Massage Envy and Massage Envy Spa locations, making it the largest system of franchised massage centers in the industry.  The company also is the world’s largest employer of licensed/registered massage therapists with more than 16,000 therapists providing over 250,000 massages every week. 

RBR-TVBR observation: The good news for some reading this is company spokesperson Amanda Rich tells RBR-TVBR that Massage Envy is still deciding how to best allocate the funds — so they have not finalized the buy yet. They should have more details by mid-May. This may be a good time to offer up some proposals on how to reach the target demos highlighted in their creative. 

Update: While we were unable to confirm with Bridget Zelman at Lavidge, a reader tells us they spoke with her and got an update on their media planning. Apparently, the campaign will be more focused on national magazines, with small local TV buys prior to the holidays.  Radio will be done by franchisees via co-op on a local level, with no national radio buys.