Out of Home International are the designated organisers of an outdoor advertising strategy for low-cost gym chain Fitspace, focusing on the promotion of North London’s Islington branch. Situated seconds from the Holloway Road tube stop, the campaign will exhibit 4 sheet and 12 sheet billboards at the station for a total of 6 weeks, raising the brand’s profile amongst local residents.
The Fitspace logo emulates a stereotypical bull’s-eye, with the brand name centred inside a series of brightly coloured circles. The vibrant colours elongate across the advert, bordering a photograph of a sportswear-clad female on a treadmill. The company’s core value of low-cost rates is exhibited with the enticing statement ‘Join from only £13.99! A month’. The advert specifies its focus on the Islington branch, including both the gym’s address and website, completed by social media call to action and an interactive QR code.
Adhering to the ethos of ‘small price, big results’, Fitspace strives to provide the UK with inexpensive exercise facilities. With a mounting figure of 9 clubs to date, the constantly growing chain offers high quality equipment without the often unnecessary add-ons associated with health clubs. The perks of a swimming pool and fitness classes are used by less than a quarter of gym members, and so Fitspace have responded by cutting the additional costs for the majority of users who don’t require these options. The result? An affordable workout option.
Out of Home International have a history in the outdoor media sector, enabling Fitspace to benefit from a tactically crafted plan. By positioning the billboards in a highly frequented outdoor location in close proximity to the gym, Fitspace will effectively target a potential customer base. Holloway Road tube station has a daily influx of commuters from surrounding regions, meaning that the adverts are guaranteed to be seen by a relevant audience, thus minimising wastage and raising the brand’s profile amongst a significant group. The iconic Underground platform also offers positive brand association, as the residents of London link Fitspace with a fundamental part of their lifestyle.