The Physiotherapy Association of BC has gone through its first branding in its almost 50 year history and is kicking off with a $100,000 television and website launch on June 6.
Rebecca Tunnacliffe, CEO, said in the past the association has piggy backed on the marketing and logo of the Canadian Physiotherapy Association and given little thought as to what differentiates BC from the rest of the country.
“We realized that we are a fairly mature organization that has never been branded,” said Tunnacliffe, adding that the campaign leverages the BC outdoors lifestyle. The tag line is “Keeping British Columbians Moving for Life.”
The television spot by Bare Advertising & Communications of Vancouver shows actual physios in a variety of activities such as cycling, skiing, golfing and backpacking.
The message, said Tunnacliffe, “is that physios do it and know how to treat it.”
Bare is a relatively new entrant to the Vancouver market and operated by agency veterans George Crookshank, John Thomas and Simon Cameron. Thomas was formerly vice-president of Internet Development at Radiant Communications. Crookshank was partner and VP managing director at Saatchi & Saatchi Drum, and Cameron was VP, creative director at Cossette West, working on brands such as MTS, Tourism BC and McDonalds.
The partners named the agency Bare for their “bare bones” approach to advertising and have already put Pacific Western Brewing, the Toyota Dealers of BC; Ryders Eyewear, and Langley, BC-based Moulding and Millwork, on their client list.
“A lot of clients want senior experience, but they don’t want the overhead and everything that goes with a large agency,” said Cameron. “It’s still unchartered territory as to what’s going to generate the biggest return on investment, but we believe that the combination of a strong background in the digital, new media and social media side was the right combination.”
