Cannons in first mass-market ad push

CannonsCannons, 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, 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.


Full team ahead

Marketing Week

Often dreaded by staff, workplace events are more productive when part of a consistent strategy to create a strong corporate culture, and can have positive financial benefits too. By Ed Drayton.

New campaign – ILVA

Marketing Week

Danish furniture retailer ILVA is launching its first television campaign this weekend, aimed at raising the profile of the brand during the key furniture buying period between Christmas and New Year. The campaign will be backed by press and radio, and features four inflatable letters – the I, L, V and A of the ILVA […]


    Leave a comment