MNI Lifestyle has renewed its contract with South Africa’s leading washroom advertising specialist, TLC, for another four months. The move follows on the back of its tremendous success and increased product sales arising from its washroom advertising campaign recently conducted by the Primedia Unlimited subsidiary.
MNI Lifestyle initially inked a three-month contract with TLC in November last year to promote its female-only campaign for the i-slim Diet Rescue brand, developed by the Medical Nutritional Institute, to LSM 7-10 consumers between the ages of 18 and 40.
The product combats the accumulation of excess body fat, or weight gain, when women succumb to temptation and break their diet.
Whilst the first campaign commenced in December and engaged with women throughout 37 cinema holdings nationally, utilising over 300 indoor billboards, the second leg is still underway in the same cinemas nationally and in over 296 Indoor Billboards across LSM A shopping centres nationwide.
“The contract renewal will see MNI Lifestyle keep its strategic cinema washroom presence in June and July, and take advantage of TLC’s innovative mall washroom platforms in 25 LSM A Malls in November and December 2010,” says TLC’s Brett Tucker.
“MNI has created an extremely effective campaign by ensuring that its target audience has clear access to its communication, in an environment where the product is readily available to purchase,” he adds.
“The continued success of the campaign has ensured that i-slim Diet Rescue is a regular in the TLC washroom space.”
For more information about TLC, visit
www.primedia-unlimited.co.za.