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With the completion of the rebranding of 14 Next Generation Clubs and 59 David Lloyd Clubs the opportunity to launch the new David Lloyd brand positioning ‘LIFE. Be fit for it’ was never more appropriate than January 2009.With a huge proportion of the population making their New Year’s resolution to get fitter, the campaign talks to all audiences: singles, couples, families and freedom-focused alike to promote the wealth of facilities at David Lloyd as well as the benefits of being fit for life!
1As part of a brand repositioning programme and to drive interaction with David Lloyd's members, LAW Creative with digital agency Evolving Media have lauched a new site for David Lloyd.The site features a members' area which allows them to book sessions, management tournaments and find suitable sporting partners.David Brosse, head of digital marketing for David Lloyd Leisure, said, the site was designed to improve retention rates and increase conversions. "There was significant room for improvement in serving our key audience in a more effective way," he said. "It was primarily a prospective site but we've added a members area as part of our strategy to interact more with our members." - New Media Age, Nov 2008.
As an exciting new brand for David Lloyd, LAW Creative has been involved in creating the DL Kids brand. From initial brainstorming, to development stages, research and final approval of the logo and design, the new brand identity has been implemented across a multitude of marketing materials to promote this innovative new sub-b.
With mums having more time on their hands with the new school term starting, LAW developed an engaging multi-media campaign aimed at females. A free trial day at David Lloyd to improve fitness via gym, swim and tennis activities was offered. In order to aid ease of response a micro-site was produced to engage the potential member further and ensure that all data was captured, actioned and monitored.
David Lloyd’s strategy for their new menu launch was to reflect their authority in the health and fitness field by the food on offer in club. The new menu design had various functions to fulfil: clearly communicate range and price, provide clear navigation through day parts, increase spend per head and fulfil David Lloyd’s commitment to healthy living.
LAW Creative has launched an international brand repositioning and business building programme for David Lloyd, the UK’s premier racquets, health and fitness group.The new brand reflects the premium position of the group and has included an update of the highly recognisable David Lloyd logo. The non-verbal trademark has been rescaled for added dynamism and clarity and the new colour palette, along with a new strap line ‘LIFE. Be fit for it’, has been launched in the UK and Continental Europe.
This innovative and engaging way of reminding us all that joining a health and fitness club can be more fun and better for us than 'chilling out' on the sofa, is part of a new outreach campaign for David Lloyd. The concept will be supported by promotional staff and collateral and will be seen in a multitude of outreach venues such as shopping centres. It is aimed at new member acquisition. No beers or crisps were consumed during the creation of this promotion at LAW Creative.
LAW Creative is a marketing and advertising agency | Hertfordshire | London Address: 4 Waterside, Station Road, Harpenden, Hertfordshire, AL5 4US. Tel: 01582 469 300 | Fax: 01582 460 050. Leisure at Work Communications Ltd trading as LAW Creative. Registered in England 3690515. © 2009 LAW Creative. All Rights Reserve.