Full-Range Media Blitz in Japan for Popular Chain of Esthetic Salons and Day Spas.
The unmistakable visage of Betty Boop is now appearing throughout Japan in a campaign for J-esthetic salons. Betty Boop’s glamorous personal and fashion heritage appealed to Foulbi Co., Ltd., who operate a nationwide chain of 100+ esthetic salons and day spas. A full range campaign rolled out in April and media includes print and digital ads and posters in transit stations, on subway and trains, print ads (including fashion magazines), print and electronic billboards, full building outdoor signage on many of the freestanding J-esthetic outlets, shopping mall promotions, all social media, couponing, leaflets, web banner ads and contests.
The highlight of the project is a Betty Boop J-esthetic commercial running hourly each day from 9 AM to midnight on a massive 16- x 28-foot monitor on the outside of the famous Shibuya 109 building in Tokyo. As it draws traffic for commuting, shopping, entertainment and dining, the location provides maximum visibility with an estimated 2.5 million impressions weekly. The entire promotion, including the commercial, is scheduled to run through October, but may well be extended.
“We are so pleased to be working with J-esthetic on this project,” says Cathleen Titus, Vice President of International Licensing at King Features, the exclusive worldwide licensing agent for Betty Boop proprietor Fleischer Studios. “It is gratifying when a licensee is so enthusiastic about a property and Foulbi has adopted Betty as their national promotional icon.”
King’s Tokyo-based agent Copyrights Asia brokered and is managing the deal.