Warwick Sports & Wellness Hub
87 package sales
To promote the benefits of keeping fit and active at the gym among Warwick Sports & Wellness Hub’s audience of active seniors.
Specifically, we were tasked with driving awareness and, ultimately, registrations for the Hub’s new Active Senior membership, aimed exclusively at the over 65s.
We began our three-month awareness building and lead generating PR campaign by finding an active senior to create a relatable, inspiring human-interest story that would introduce the new offering.
Through a regional PR campaign, we encouraged people to sign up for an open week, which would offer a programme of free activities to launch the programme.
Then, we launched the search for the region’s most active senior. Open to over 65s committed to keeping fit regardless of age or ability, the winner, would receive a year’s free membership. The activity was also supported with paid social media activity through Warwick Sports & Wellness Hub’s Facebook page, plus on-campus signage.
In total, we exceeded expectations, delivering:
- 21 pieces of local coverage over a three-month period
- 36 posts among hyperlocal groups – a crucial platform to drive engagement and interest
- 124 leads, including 45 from the competition alone
- 87 sales of the package, 47 of which were new customers
21pieces of coverage