L’Oreal brand Men Expert has for the first time commissioned TLC to create awareness for its gent’s skincare range by making use of Primedia Unlimited’s new-concept Door Wrap branding. The male only campaign comes to life this February in 18 Planet Fitness washrooms countrywide. On top of this they are running a standard A4 frame campaign across all 75 Virgin Active gyms nationally.

According to TLC, it provides advertisers with a platform that captivates and entertains consumers. With lifestyle-driven, age and gender specific advertising sites, brands can be directed to highly defined markets. TLC’s Brett Tucker says, “Although L’Oreal has been a client of ours for the past three years, this is the first time the Men Expert brand has made its way to our washrooms. Our ability to cut out wastage and target male environments only, is a huge plus for them.”

Booked by media agency Universal McCann, the Men Expert campaign will target higher LSM male gym goers who are typically body conscious and mindful of their appearance. Because Men Expert enhances skin health and aids in reducing aging, the metrosexual hubs are a natural fit for the brand. Each of the 18 Planet Fitness gyms will showcase three consecutive door wraps to create maximum WOW power. Standard frames are further used to communicate the key benefits of the product.

The gym campaign runs nationally until the end of April 2010 and again for a second burst between September and November 2010.

TLC DNA
The Letter Corporation introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena. Maximising the element of surprise, The Letter Corporation brings brands closer to their consumers through communications that captivate and entertain. 

For more on TLC, visit www.primedia-unlimited.co.za

Issued on behalf of:                 TLC
                                                Brett Tucker
                                                National Sales Manager
                                                T: +27 11 562 6666

Prepared by:                           Owlhurst Communications
                                                Charlene Dennis
                                                Publicist
                                                T:+ 27 11 234 6520