Agency: Leith Agency, The | Author: Mark Gorman |
The Edinburgh Club: Turning Fatties Into Fitties
WHAT THIS ADVERTISING CAMPAIGN ACHIEVED
In 1990, the year prior to the Leith Agency's appointment, the Edinburgh Club was struggling to recruit new members, with only 212 new members in that year. In contrast, during 1993, 911 new members joined the club - a 330% increase. During this period, the company's turnover rose by 113% and profits rose by 174%. In addition, the club commanded a single membership premium of 23% over the average cost of comparable health and fitness clubs in the...