Cannons, the UK health and fitness club operator, is embarking on its first mass-market advertising push for the brand.
It is rolling out a national press and poster advertising campaign aimed at boosting its membership base.
The company has invested over £1m in the campaign, which breaks on January 2, marking a move away from its traditional promotional-led offers during the post-Christmas period.
The campaign, developed by Big Al’s Creative Emporium, whose clients include budget travel operator lastminute.com, comprises four creative executions illustrating realistic motivations for people to join the gym.
The move comes amid increasing competition in the sector following Virgin’s recent acquisition of the upmarket Holmes Place chain. A spokesperson for the company says Cannons’ shift in a strategy was in response to the growing need for fitness club operators to take a more proactive approach to encouraging consumers to join the gym.