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How linking physical and digital marketing is helping Fitness First power up

How linking physical and digital marketing is helping Fitness First power up

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Differentiating Fitness First in what is a highly competitive and personal space cannot be easy, and yet the gym brand is striving to make it so as it powers towards one-to-one, personalised customer experience (CX).

The fitness business recently launched its latest campaign, ‘Keep you motivation alive’, underpinned by its overarching communications strategy, ‘Keep fit interesting’.

The brand’s third campaign under the Keep fit Interesting platform showcases everyday scenarios in which people typically lose fitness motivation. Most of these can be solved by the mental and physical benefits of variety, an ethos Fitness First champions as it continues to help Australians persevere in fitness.

The campaign launched last month with an omnichannel strategy across digital and social, supported by a heavy national digital outdoor presence. 

The campaign provides a variety of contextual versions of the creative to resonate with consumers in low motivation moments, whether it is the daily commute home, or when the temptation of a large lunch trumps the motivation for a workout. The campaign supports the ‘always on’ marketing strategy Fitness First uses, which is heavily data and creative led.

Fitness First head of marketing, Matt Fletcher, told CMO the business is committed to leveraging the incredible wealth of data it has to offer personal customer engagement as its overarching strategy over the next 12 months.








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