CHELSEA HEALTH CLUB
Create a new campaign for the Chelsea Health Club & Spa’s 16/17 membership drive.
Previous campaigns had little cut through with the more upmarket audience the Club was targeting and did not reflect the exclusive and luxury offering. This was largely due to offer-led promotions in which artwork was copy heavy – with very little whitespace, resulting in very unclear messaging. In addition, the imagery and colour palette used did not reflect a premium offering.
Market research showed that most Chelsea Health Club members attended the gym on their own, and saw their gym time as a form of sanctuary away from work and responsibilities.
Building on this and the gym’s own USP of a relaxed and uncrowded environment, the campaign centered around “Me Time” - the idea that CHC is the perfect environment for gym-goers of all ages to escape and achieve their fitness goals and aspirations via the club’s first-class facilities and personnel.
In a stark contrast to previous CHC campaigns, the creative was stripped-back and now relies on a simple, vibrant colour palette and a single, simple campaign line and CTA.
The new minimal identity projected a calm and assured tone of voice that successfully represented the club’s assertion as “London’s Premier Health Club”.