Fitness First is overhauling its brand and business with a $5 million marketing campaign and a $40 million investment in its gyms, products and services in Australia designed to shed its negative perception as ‘Finance First’ after admitting the brand had lost its way.
This article first appeared in the 24 January 2014 edition of AdNews, in print and on iPad. For the full story click here to subscribe for more news, features and opinion.
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