As the largest system of franchised massage centers, Massage Envy employs 16,000 massage therapists in its 650 Massage Envy and Massage Envy Spa locations in 43 states. More than 250,000 massages are given at Massage Envy locations each week.
If a new ad campaign is successful, those numbers could grow much higher.
The company has announced a $10 million advertising campaign for 2011, entitled “For ME, according to a company press release. “From the working mom to the traveling businessman, ‘For ME’ features a series of real-life scenarios to depict the benefits of massage and spa therapy, and to reinforce the connection between massage and personal health.”
The “For ME” campaign was created by The Lavidge Company and includes print, outdoor, web, television and radio advertising. It will be utilized by the brand’s regional developers and franchisees. Each ad features a different type of Massage Envy customer, including the working mom, home renovator, teacher, nurse, businessman, woodworker and mountain biker.
“Through our research we found that women and men choose massage therapy for different reasons,” continued Boresow. “While the majority of women consider massage a stress reliever and a break from their on-the-go lifestyles, the majority of men generally take advantage of massage for specific pains or ailments. In order to reach both audiences, we felt it was necessary to address a variety of situations where massage and spa therapy is beneficial.”