Local residents featured in marketing campaign

There are many familiar faces on the posters for Humber Valley Dental in Bolton.

Twelve Caledon residents are being featured in a new local marketing campaign. The campaign, for Humber Valley Dental, will show off the smiles of local residents who have all been patients of the practice for a number of years.

"Many businesses use stock photography of professional models who all look like they come from California," said Dr. Maureen Jutras, owner of Humber Valley Dental. "But we're proud of our patients' smiles, so working with a local branding and marketing company, we came up with the idea of making our patients the focal point of the campaign."

Simon Burn, owner of local SDB Creative Group who was awarded the Humber Valley Dental marketing contract, explained: "Using real patients who are confident with themselves and their smiles is the best way to illustrate what Humber Valley Dental offers. We were looking to reflect real life in an upfront honest manner."

Another local resident involved in the campaign was portrait photographer Lisa Scale. A one-day shoot was organized at her studio, with food and drinks supplied, and an almost partylike atmosphere was created. "We created a great environment to help them all relax. Everyone had fun and nothing was staged, it was spontaneous and unpretentious - quite refreshing actually," Lisa enthused. "We weren't looking for perfection, the focus was on capturing real personalities."

"The initial reaction has been really positive," commented Dr. Jutras. "People are really pleased that the campaign was done by local businesses, using local citizens. Indeed, we've had a lot of people visiting our Web site and walking past our office, just to see if one of their neighbours is featured in the photos."