Racquet and fitness club operator David Lloyd Leisure (DLL) is relaunching its brand today – a strategic move which will be supported by a nationwide marketing push.
The group’s integrated campaign, called Come to Life, will include the brand’s first ever national TV advert and a major marketing effort involving social, interactive and digital channels as well as outdoor ads, door drops and in-club communications.
The TV ad focuses on the breadth of offering at DLL, its inclusive family approach and the facilities available at its clubs – conveying the idea that DLL is the place for everyone, whether they are a two-year-old or an 80-year-old.
The campaign follows a significant investment and expansion programme which has seen DLL invest £80m in refurbishing and developing 77 of its existing UK clubs.
It has also opened four new clubs – in Newbury, Glasgow, Antwerp in Belgium and Colchester (opening 1 October).
Speaking to
Health Club Management, DLL chief executive Glenn Earlam said the campaign is part of a strategy to strengthen awareness of the company’s offering.
“There are too many people in our target market who don’t know who we are or what we do,” Earlam said.
“In research we conducted, there was only a 59 per cent prompted brand awareness and a 44 per cent brand understanding.
“We’re good at sales – at impressing people with our facilities and converting them into members if they visit – but we’re not very good at getting them there in the first place.”
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There will be a full interview with Earlam and his plans for the DLL brand in the forthcoming October issue of Health Club Management.
