Salford Leisure Centre Campaign

The Campaign 

A multi channel campaign to ensure Salford residents are reached in different situations and mindsets. By using different platforms we were also able to reach the many differant types of audiences and age groups  that would benefit from using the leisure centres. Such as parents, keep fit fanatics, people participating in competitive sport and social users – such as swimmers etc.

Client Objectives 

  • To promote the new membership scheme to all residents in the Salford Community.
  • To increase membership numbers.

What We Did 

A multi channel campaign to ensure Salford residents are reached in different situations and mindsets. By using different platforms we were also able to reach the many differant types of audiences and age groups  that would benefit from using the leisure centres. Such as parents, keep fit fanatics, people participating in competitive sport and social users – such as swimmers etc.

The campaign consisted of a programmatic online campaign that used sophisticated software that would geo target only users in Salford who were interested in sport, health, keeping fit, swimming, football etc. ensuing it reached people who were interested in the facilities at the centres.

A weekly report ensured the advert were targeting the right websites and those websites were producing a response.

An out of home campaign was also booked to raise awareness that would start to trigger a change of mindset. Using 6 sheets, cinema and bus Salford residents were reached while going to work, socialising travelling. The idea was to own the journey, from coming out of the home seeing it outdoor, going to work and seeing it online and then home again. Each platform had creative that suited the dwell time and impact of the media.

The Results 

The campaign achieved over 15% more members than targeted for.