Equinox cheekily celebrates an upscale value proposition

This event report explains how Equinox, the chain of premium gyms and health clubs, is using digital and social media to connect with its target audience.

Equinox cheekily celebrates an upscale value proposition

Geoffrey PrecourtWarc

Digital media enable brands to tell new kinds of powerful stories. And the narratives are not restricted by 30-second pods of broadcast content or by page sizes; they run just as long as the tale needs to be fully told.

And because media no longer need to be mass, marketers can better focus their messages by creating content that specifically addresses the interests and passions of the target audience.

And, in two-minutes-and-thirty-five seconds, Equinox – a chain of gyms and health clubs – is using online video to define...

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