Trinity Communications has won the media planning account for health club chain, LA Fitness, from Manning Gottlieb OMD. It follows a pitch against a number of undisclosed agencies.
Trinity will now lead the buying account but will work with MG OMD, which did not repitch for the planning but retains the buying account.
The agency has already started work on marketing activity due to launch in January. It is developing an integrated media strategy aimed at increasing brand awareness, consideration and customer acquisition.
The first phase of the campaign will focus on customer acquisition during the crucial January sales period. It will target people seeking to join a gym for the first time and those wanting to switch to a new gym.
The strategy behind the campaign will be to focus on three main factors affecting consumer decisions in the fitness market – convenience, cost and range of facilities.
LA Fitness has a portfolio of 87 health clubs with marketing being developed to support both the brand on a national and local level.
Trinity partner Simon Timlett says: “Instead of adopting a one-size-fits-all approach we’ve taken account of how to make each LA Fitness club stand out in its local area.”
The fitness chain recently appointed Mustoes to its integrated advertising account, following a pitch against Spinnaker, Maher Bird Associates and Hicklin Slade & Partners. Kitcatt Nohr Alexander Shaw, which had previously worked on a project basis for LA Fitness, was not involved in the pitch.
Mustoes is believed to be working on print, outdoor, in-store and direct marketing campaigns. The agency recently merged with integrated agency, Geronimo Communications.