SwimWays springs into summer with A Water-Full Life

Campaign showcases Innovative Spring Float line

Casual Living Staff -- Casual Living, 6/2/2010 10:50:53 AM

VIRGINIA BEACH, VA. — SwimWays, a leading manufacturer of pool and outdoor recreational products, has launched a consumer advertising campaign based around the company's best-selling Spring Float.

The ad campaign, named "A Water-Full Life," centers on family summer fun and aims to resonate well with women ages 25-49 who strive to create a wonderful life for their families.

Staying a lap ahead of its competition, SwimWays is the only pool float manufacturer that supports its best-selling line with national TV advertising.

The playful 30-second television spot depicts a family heading out for a day at the pool with their SwimWays Spring Floats. The family's poolside experience unfolds as Dad pops open his Spring Float and hops in the pool only to be tipped over by his playful son and daughter. Meanwhile, Mom snaps photos of her family enjoying their day including her daughter dreaming away on her own Spring Float. The campaign showcases a variety of styles and colors illustrating the versatility of the Spring Float designs and their appeal to people of all ages before concluding with the tagline, "It's a Water-Full Life."

"For more than 40 years SwimWays has been a part of the tradition of summer fun for families," said Monica Jones, marketing director of SwimWays. "We aim to create innovative products the whole family can safely enjoy together and our new advertising campaign conveys just that. We are very excited to showcase the Spring Float line through this campaign and look forward to hearing from our customers."

The commercial spot, will appear online at SwimWays.com, began airing May 20, on Oxygen, Women's Entertainment, The Weather Channel, Hallmark, Nick at Nite, and ABC Family in addition to being supported with geotargeted online advertising on weather.com.

Based in Virginia Beach, Va., SwimWays is a privately owned leisure and recreational water products manufacturer whose mission is making free time more fun through innovation. It is a company rich in traditional values and respected for the quality and integrity of its products and services. With distribution in more than 35,000 storefronts, marketing with three brands: SwimWays, Kelsyus and Coop. With offices in Hong Kong and the United States, the company's diverse staff is passionate about developing fun and engaging products for kids. They are equally passionate about making sure kids are safe in and around the water and believe learning to swim is an important life skill.

In January 2007, SwimWays began donating 2% of wholesale sales of the Swim Steps product line to Operation Smile. To date, the program has provided facial reconstructive surgeries to more than 2,368 kids around the world. For more information about SwimWays, visit www.swimways.com.