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Curves Rolls Out New Ad Effort

  • Adweek, Friday, December 21, 2007 11:15 AM
Curves International is jump-starting the January weight-loss season with a new ad campaign that shifts the focus from shedding unwanted pounds to inspiring and celebrating women. "The Body Campaign," from Publicis Mid America, featuring TV, online and radio and the tagline "Your Curves will amaze you," is set to break next week.

"This campaign is the first in which Curves highlights the intensity of the 30-minute workout and makes a claim that the Curves method really works," says Stephanie Ouyoumjian, Curves' director of strategy. Previous campaigns for the Texas-based company were keyed to building awareness of the women-only gym and its specifically-designed machines. To get a better grip on their target, Curves and Publicis conducted research that included at-home talks with women and monitoring of thousands of online conversations using technology developed for the military.

Curves' ad spending hit $22 million last year and $17 million from January through October of this one according to Nielsen Monitor-Plus.

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