The integrated campaign has been executed across outdoor, digital, social, Spotify and search.
In advance of opening its first Titanium level Sydney location in Pyrmont, Club Lime; Australia’s second largest owner of fitness clubs, has launched a new campaign via The Station Agency.
Building on its success, Club Lime’s new Titanium level club is the first of its kind in Pyrmont and promises locals state-of-the-art equipment, world-class group fitness, 24/7 opening, and no lock-in contracts.
The integrated campaign executed across outdoor, digital, social, Spotify and search, has been built off a hyper-local strategy to connect with Pyrmont locals in the immediate vicinity of the club.
“The basic principle of hyper-local marketing is that the more personalised and localised the messaging, the deeper and more authentic connection the brand will have with its audience," The Station Agency managing partner Ian Cassidy says.
"With this in mind, our campaign has been created specifically for the people of Pyrmont, combining an understanding of their gym-going desires and frustrations, with familiar local references, to hero the different parts of the Club Lime experience."
Viva Leisure Limited CEO and managing director Harry Konstantinou says since becoming the first health club to list on the Australian Stock Exchange in June 2019, the business has grown to become the second largest health club owner in Australia.
“Club Lime is our premium health club brand and our new Pyrmont location will be our first Titanium level club. Our Pyrmont location will offer the local community something they have never seen before," Konstantinou says.
"The messaging and awareness being created by The Station Agency in anticipation of our opening in April 2020 is exciting for us, and the campaign has already generated significant expressions of interest from the community.”
The Station Agency, an integrated creative agency, delivers strategic and creative services to clients including Saputo, Mars, Lion, Nestle, Coca-Cola and Heinemann Tax & Duty Free.