KAL Summer Campaign - / KAL Summer Campaign -

  • KAL Summer Campaign

The challenge

Kirklees Active Leisure is a charitable trust that manages 12 major sports centres and swimming pools on behalf of Kirklees Council.

The ‘wellbeing’ fitness arena is a highly competitive market and, within the Kirklees area, KAL have lots of competitors fighting for gym and fitness memberships.

They challenge themselves to drive memberships to all sites and meet their vision to get ”more people, more active, more often”.  They also constantly review each site and modernise and improve facilities to support their on-going strategy of securing lifetime memberships.

The challenge was to cover the aims and objectives set out for the summer.  These consisted of the following:

  • Breakdown some of the barriers to fitness
  • Support KAL’s strategic objectives
  • Raise awareness and profile of KAL
  • Sign up as many new users as possible
  • Convert as many of these people as possible
  • Retain members by utilising the referral scheme
  • To develop links with partners and work together to deliver an effective campaign to meet mutual objectives
  • Achieve ROI
  • Reduce cost per acquisition of new members


The solution

The demand for fitness is increasing as people become more health conscious.  Therefore the creative had to inspire potential customers to want to exercise and join a KAL gym rather than one of their competitors.

This year (like last year) the sporting calendar is jam-packed and potential clients already want to lead a fitter life style.  The messages therefore had to be clear and the product being sold obvious; we used fresh, vibrant colours and encouraging copy to create a summery, energetic fun feel.

The fully integrated campaign provided impact in all sites with leaflets, posters, banners and an on line presence which featured an array of active leisure activities, colour and up sell messages.

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