PR Campaign Draws Positive Attention to Tanning for the Entire Industry

Marietta, GA, September 25, 2003 - Wolff System Technology's PR campaign to educate consumers about responsible tanning is having positive results towards changing the perception of both members of the media and consumers. Announced last year at the Indoor Tanning Association's World Expo 2002, the campaign is designed to publicize the benefits of tanning and to encourage responsible tanning for consumers who are inclined to use indoor tanning beds.

An article written by Wolff entitled "Protecting Your Skin from Damage" recently generated 312 newspaper articles from July through September in 26 different states with a combined readership of more than 11 million people. Approximately 56% of the placements are from the top 50 markets and 44% from the secondary 50 markets.

"This PR campaign has been very effective for us as a brand builder since it would have been cost prohibitive for us to reach consumers and the trade in all of those markets," said Michael Stepp, president and CEO of Wolff System Technology. Since the article ran, more than 200 salons and consumers have downloaded the company's free "Frequent Asked Questions" (FAQ) about Tanning brochure at www. Salons and tanning facilities can download and reprint the booklet for their customers at

The campaign is being directed by Precision Communications, an Atlanta-based integrated communications agency.

Since the inception of its campaign begun in 2002, Wolff's outreach has resulted in positive or balanced coverage that has reached nearly 2.25 million readers in:

  • Apples for

  • Associated Press

  • Bay Shore, Brightwaters Yankee Trader

  • Bellport, Brookhaven, Patchogue Yankee Trader

  • Blue Cross Blue Shield

  • Brentwood, Bay Shore Yankee Trader

  • Canadian Hairdresser

  • Catalina Magazine

  • Center Moriches, Manorville, Moriches, Eastport Yankee Trader

  • Centereach-Lake Grove Yankee Trader

  • Central Islip Yankee Trader

  • Christian Singles

  • CNN Money Online

  • Comtex News Network

  • Coram Yankee Trader

  • Daily South Town

  • Desert Sun

  • Dow Jones News Service


  • Enviroscan

  • EScience

  • Evansville Indiana Courier and Press

  • First for Women

  • Health Magazine


  • Holbrook-Holtsville Yankee Trader

  • Instinct

  • Los Angeles Magazine

  • Lycos News

  • Medford, Yaphank, North Patchogue Yankee Trader

  • Medical Resources

  • Middle Island/Ridge Yankee Trader

  • Modern Salon The California Agee

  • Money

  • Mount Sinai, Miller Place, Sound Beach Yankee Trader

  • New York Times Online

  • NewsAlert

  • News Wise

  • North Shirley, North Mastic, Yaphank Yankee Trader

  • Northern Light

  • Oakdale-Bohemia Yankee Trader

  • Omaha World Herald

  • Owensboro Messenger-Inquirer

  • Patchogue Yankee Trader

  • Philadelphia's Inside Magazine

  • Port Jefferson Yankee Trader

  • Richmond Times-Dispatch

  • Riverhead/Calverton Yankee Trader

  • Rocky Point, Shoreham, Wading River, Ridge Yankee Trader

  • Ronkonkoma Yankee Trader

  • Sayville, Bayport, Bluepoint Yankee Trader

  • Selden-Farmingville Yankee Trader

  • South Shirley, South Mastic, Mastic Beach Yankee Trader

  • St. James-Nesconset Yankee Trader

  • St. Louis Magazine

  • State College Centre Daily Times

  • Stony Brook-Setauket Yankee Trader

  • Teen Talk Radio

  • Texarkana Gazette

  • This Week in Texas

  • United Press International (UPI)

  • US News& World Report

  • Waterbury Republican

  • WebMD

  • Yahoo!

  • Yankee Trader

The campaign is being directed by Attention!, an Atlanta-based marketing agency. "We've positioned Wolff System Technology to become one of the primary industry sources for the media", said Daryl Toor, Chief Awareness Officer of Attention!

Wolff is willing to partner with members of the medical and scientific community who are currently conducting studies of the benefits of UV light to help them get the word out to a broader cross-section of the media that is not anti-tanning. Attention drawn to their research will lead to advances in the industry and may attract funding of further research, he said. Wolff encourages trade magazines and tanning associations as well as manufacturers & distributors to share knowledge that can earn the industry positive press and publicity for all parties involved. "Together we can form alliances that will benefit all," Stepp said.

About Wolff System Technology

Wolff System was founded by Friedrich Wolff, "the father" of the indoor tanning industry. The company, with patents in 16 countries, is the exclusive licensor of Wolff System certified tanning beds in the United States and Canada. As the leading supplier of lamps for indoor tanning beds, Wolff has more than 500,000 systems in use worldwide. With licensed Wolff System tanning equipment, the amount and type of exposure to ultraviolet light is predictable and consistent, unlike outdoor tanning where variables include the time of day, season, cloud cover, and proximity to the equator. For more information, contact 1-800-959-6533 email or visit

Wolff System
(800) 959-6533