The Edinburgh Club: Turning Fatties Into Fitties
Previous advertising was not working and recession was a major inhibitor to growth. Objective: to promote a private members' health and fitness club in Edinburgh and recruit new members. Target audience: the 86% of the population who were not using a health club. Campaign conveyed the message that the club was used by ordinary people, including overweight people. Media: local press, buses, banners outside club. Evaluation: 330% rise in new members. The Edinburgh Club maintained a price premium even during the recession. Impact on profits - moved from a loss in 1990-1 to profit in 1993.