CITY FINTESS

City Fitness is a homegrown Philadelphia (and growing) fitness club of nearly 20 years that fits in the intersection of luxury and value. Staying true to their core values, they focus on building their internal community of members while simultaneously celebrating the communities in which they operate.

POWERING THE GRID

CITY WIDE CAMPAIGN

City Fitness was looking to breathe new life into their annual marketing plans. Their goal and request were to focus our efforts on increasing leads and supporting the opening of two new locations.

“Power Up” was born to emphasizes the power of Philly—a power grid, charged by the various City Fitness locations strategically placed throughout the city to cultivate community. It’s a call to get up; get moving, to prioritize your health: mind and body. By walking into any City Fitness location, you’re making moves to Power Up yourself, your neighborhood, and Philadelphia. The campaign concept supports the energy which emanates from the programs and opportunities City Fitness offers, connecting the “power grid” of locations that are stand alone, as one community together, and allowing the brand to present a solid front to any “big box” competitors. It’s indicative of the proud, purposeful presence that Philadelphia projects to anyone who lives in or visits the city.

Philly takeover!

Our execution of the “Power Up” campaign reinforced awareness in strategic neighborhoods across Philadelphia city and launched an omni-channel experience to support, and sometimes counter, natural sales patterns. Our media mix included:

  • A robust cable flight featuring 4 new :30 & :15 commercials

  • High impact out-of-home placements including SEPTA bus sides, billboards & street level signage

  • A rotating series of highly targeted paid social and programmatic digital ads

  • A strategic and cost-effective direct mail plan

PROVEN RESULTS

77% increase in site traffic

56% increase in leads

At least $75K of bonus media secured 

Our ads in action!

MAKING
AN IMPACT

Power Up features a lot of what we love in a campaign:

  • Fresh idea for an established brand

  • Clear understanding of our audience, and a precise strategy for speaking to them

  • An agile media plan that shifts frequently to meet moments, needs, and opportunities

  • Healthy mix of media (TV, digital, direct mail, out-of-home, etc) designed to reach our audience from different angles