Kirklees Active Leisure - / Kirklees Active Leisure -

Kirklees Active Leisure

  • Kirklees Active Leisure
  • Kirklees Active Leisure
  • Kirklees Active Leisure
  • Kirklees Active Leisure
  • Kirklees Active Leisure

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 solution

To maximise the hype that was building in the run up to the 2012 Olympics we produced two key campaigns in Spring and Autumn.

  • Spring campaign
    • Focused on build up to the Olympics – key elements were colours, membership prices and the desire to be a winner.  It played on loyalty and pride in being a part of a major event.
    • The fully integrated campaign provided impact in all sites with bunting, leaflets and POS displays.
  • Autumn campaign
    • Focused on the success of team GB in the Olympics to drive momentum to take up the gym membership offer.
    • The fully integrated campaign provided impact in all sites with leaflets and POS  which featured a silhouette of athlete to have maximum impact as well as a series of banners.

The challenge

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

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

Each individual centre has its own marketing budget to carry out tactical campaigns during the year to drive memberships to the centre.

The solution

PMD developed an approach and structure for ‘off the shelf’ campaigns by developing a creative solution that could be tailored to the type of sport to focus on.

We set up a full set of campaign items focussed on Gym memberships and used a strong graphic/image based approach to get stand out in the busy reception areas on site and within changing rooms.

The process for ordering also needed to be simple for each site, so we designed and structured order process for each site to use.

The results

The off the shelf campaigns are developing well for the business and each site now has an immediate solution that ensures they can quickly react to performance of key activities to engage and drive more bookings/members.

 

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