Massage Envy(R) Launches $10 Million 'For ME' Advertising Campaign

New Campaign Showcases the Benefits of a Wellness Routine Through Real-Life Scenarios

SCOTTSDALE, Ariz., Feb. 22, 2011 // PRNewswire // -- Massage Envy, the pioneer and national leader of affordable and convenient and spa services, announced today the launch of its new $10 million campaign for 2011, entitled "For ME." 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. The new ads are part of Massage Envy's fully-integrated marketing campaign designed to retain and increase its membership base by reinforcing the connection between massage and personal health.

"It is our belief that everyone deserves a little 'me' time to recharge their batteries," said Susan Boresow, chief marketing officer at Massage Envy. "The 'For ME' campaign encourages individuals to take the time out of their busy schedules to focus on their personal and wellness. We're confident that our new campaign will help build brand awareness across the county and drive more consumers to visit Massage Envy in an effort to maintain a balanced lifestyle."

Developed using feedback from focus groups, extensive research and Massage Envy member surveys, "For ME" showcases the reasons why men and women choose Massage Envy's convenient, affordable and professional spa and massage services.

"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."

The "For ME" campaign was created by The Lavidge Company and includes print, outdoor, web, television and radio It will be utilized by the brand's regional developers and franchisees in the 43 states in which Massage Envy operates. Each ad features a different type of Massage Envy customer including the working mom, home renovator, teacher, nurse, businessman, woodworker and mountain biker.

The four television and radio spots produced further illustrate how Massage Envy can be beneficial for overall health and wellness. Two of the ads, Pain in My Back and Women for Massage Envy, focus on the aches and pains individuals relate to and how a routine massage provides relief. Knowing that many individuals rely on massage as a stress-reliever, the ad Stress Test was created to demonstrate how Massage Envy helps rejuvenate and contribute to a healthy lifestyle. Lastly, the ad Couple Sold on Spa appeals to those who seek a customized massage and spa experience at an affordable price.

Today, there are more than 650 Massage Envy and Massage Envy Spa locations, making it the largest system of franchised massage centers in the industry. The company also is the world's largest employer of licensed/registered massage therapists with more than 16,000 therapists providing over 250,000 massages every week.

Because innovation has been at the heart of Massage Envy since its inception in 2002, the company launched the Massage Envy Spa concept over a year ago to build upon consumers' desire for inexpensive, healthy skin care beyond traditional massage therapy. Massage Envy established a strategic partnership with global skincare leader Murad® and is now recognized as the largest spa chain in the world by the International Spa Association. With Murad, Massage Envy Spa customers benefit from facials and skin care treatments designed by one of the world's foremost leaders in skin

About Massage Envy

Massage Envy, based in Scottsdale, Arizona, is the leading provider of therapeutic massage in the United States. The national franchise of massage centers is dedicated to providing professional and affordable therapeutic massage services to consumers with busy lifestyles at convenient times and locations. Massage Envy Spa is its newest concept, offering Murad® healthy skin facials, as well as therapeutic massages. Founded in 2002, Massage Envy has more than 650 locations in 43 states, with new centers opening every month. The company was recently named a top AllBusiness (a D&B company) AllStar Franchise, and is a member of the International Franchise Association (IFA). For more information, visit www.MassageEnvy.com.

SOURCE Massage Envy

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