A strong social strategy for the Biggest Club in town.
As the capital’s largest provider of fitness, Edinburgh Leisure needed a social strategy that could keep up the pace!
A household name with thousands of loyal members, Edinburgh Leisure needed an online presence that reflected their diverse community. From gym and swim to climbing and golfing, Edinburgh Leisure wanted to create a digital space that was as diverse and welcoming as they are, to empower their existing members and encourage new ones.
Edinburgh Leisure are well known in the capital, but creating an engaged audience was going to be a gradual process. Our aim was to bring the real-life experience online, so that we could grow an engaged community of enthusiastic fitness fans.
The members are the heart of Edinburgh Leisure, so the content had to speak to their diversity. We went on-site to capture photography and video of the real coaches and gyms to inspire and educate the audience. The perfect super-set!
With a limited geographical area to target, our ad campaigns had to be highly tailored to attract the right audience. From soft play offers to climbing competitions, targeted ads were an integral part of our strategy.
The community responded positively to our down-to-earth approach, sharing stories of their fitness journey and becoming avid brand ambassadors in the process. Now that’s a gold medal-winning result!
With our realistic and inclusive content, we’re able to connect with a wider audience. Old and young; experienced and beginner; for health or for pleasure – however, wherever and whyever you exercise, we’re talking to you.
There’s strength in numbers – especially ours!
Their content production has helped us to continue to establish ourselves as experts in the local health and fitness market, while the team never fail to bring fresh, creative ideas to the table. – Max Meres, Digital Marketing Officer.