TV campaign for cosmetic dentistry

A group of Sydney-based dentists are collaborating under the banner of Cosmetic Dentists of Australia (CDA) to pool money and resources to increase the awareness of cosmetic dentistry through a national TV and magazine advertising campaign.

According to the group, an initial budget of $250,000 has been allocated for the launch of the project and it is forecasted that the total budget for the first 12-months will be $1.2m.

The advertising campaign will commence on 16 November 2003 and will consist of an initial 4-week period in Sydney only with prime time slots in the National Nine early news, Survivor, Backyard Blitz, Today Show, Friends, Location Location, Queer Eye for a Straight Guy, Law and Order and Law and Order SVU, Rove Live, Movie Show, Sunday and CSI.

A leading Australian advertising and public relations agency has also been employed to create PR opportunities.

It is envisaged that TV and print editorial will be seen during the launch period and then throughout 2004. Former Miss World, Belinda Green, will be the celebrity personality fronting the PR campaign.

Full page advertisements are being placed in Vogue Australia, Marie Claire, In Style and Donna Hay and this list will be extended during the early part of 2004 to include cosmetic surgery, wedding and lifestyle magazines.

The group are inviting expressions of interest from dentists who may be interested in being included in the CDA group. A limited number of memberships are available and the group expects certain locations to be "sold" very quickly.

Each member then has the rights to all enquiries for their individual location and some surrounding areas and the first right of refusal to renew each year on a continuing basis.