The Gym Group

The Brief

To build the relationship with existing customers as well as promoting the launch of new gyms.

The Gym Group offers consumers the chance to join up online for only £15.99. The gym is open for 24 Hours 7 days a week and located in city centre/ suburban locations. There is no contract and no catch.

The campaign planned and brought by MEERKAT Works was used to promote the opening of new gyms all over the country as well as advertising the already established gyms.

The Gym Group has sites in Birmingham, Brighton, Guilford, Hounslow, Leicester, Liverpool, Manchester, Nottingham, Vauxhall and West Hampstead.

New gyms will be opening in Bristol, Leeds, Plymouth and Southampton in 2011 with more in the pipe line.

In 2010 a heavyweight radio campaign was brought where spots went out every day across Juice 107.6 (Liverpool) and Heart Plymouth. The 30second spots ran for 2 weeks.

In 2011 airtime ran across Juice 107.6 (Liverpool), Leicester Sound and Heart Plymouth in order to promote The Gym Group. There was a mix of weekday and weekend spots in order to target a large audience and providing high OTH.

The radio campaign was backed by outdoor advertising which helped reinforce The Gym Group's message.