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First Choice Haircutters releases new advertising

First Choice Haircutters has begun a new phase of its ongoing "You Belong Here" advertising campaign that focuses on the chain's stylists. Developed by Tag of Toronto, the new material consists of a series of 15- and 30-second commercials. The testimonial-style creative features a number of the company's stylists describing the connection they feel with their customers. The television creative will be accompanied by print and out-of-home advertising, as well as online video and social media activities.

"We leveraged an emotional behind-the-chair perspective to communicate stylists' dedication to their craft, their guests and their communities, all of which establish trust amongst guests," said Danica Wolch, director of client services at Tag. "Additionally, we hope the stories shared by stylists, fueled by their loyalty and the support they receive from their managers, peers and the FCH brand, will inspire others looking to join the FCH community."

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