Business Challenge
Part of the InterContinental Hotels Group, Spirit Health Clubs needed to improve brand awareness and increase membership throughout their 40–club network
Insight
Visiting several competitor gyms confirmed our extensive market gap analysis and data profiling that there was a real opportunity to attract a whole new membership for Spirit
Idea
To break away from the market clichés and reposition Spirit Gym as the gym that appealed to the over 35's and their completely different attitude to health and fitness. A new tone of voice, identity and brand positioning which encapsulated the lifestyle and health benefits of membership were created and then communicated in a targeted and integrated campaign across outdoor, press, POS and digital.
Business Created
Since redeveloping the brand, Spirit has experienced an increase in membership levels and sales way in excess of expectations; close to 1400 new members in a single month; 51% on budgeted sales and 60% increase on membership year–on–year.
More Business Created
From the Blog
A refreshing way to reward us
3rd Mar 2010
Remember way back in the early noughties when Pepsi ran Pepsi Stuff (which Coke went on to rip off with My Coke Rewards)? It was an interactive campaign that focused on rewarding their customers’ investment in the product by allowing them to earn points towards stuff like cameras and iPods. Pepsi got increased sales; we got shiny new gadgets. Everybody won.