Next Generation

This is a study of a launch of a 'super gym' in a run-down locality in Edinburgh. In spite of obvious drawbacks the key marketing objectives were to deliver 1,000 members before the opening date at a target cost of £600 per annum for each member.
Author: Not credited
Agency: Citigate SMARTS  

 Scottish Awards 2001

Next Generation

It's like gym marketing, but not as we know it

SUMMARY

Citigate SMARTS was given the task of launching Next Generation's new flagship 'super gym' in the summer...