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David Lloyd Leisure

David Lloyd Leisure. Health Club Media. The OOH Destination & Audience Specialist. We create engaging communication solutions in desirable consumer environments. Active Family. Youth. Retail. Health & Fitness. Cinema. Leisure Centres. Destination Malls. Health Clubs. Playcentres.

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David Lloyd Leisure

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  1. David Lloyd Leisure Health Club Media

  2. The OOH Destination & Audience Specialist We create engaging communication solutions in desirable consumer environments Active Family Youth Retail Health & Fitness Cinema Leisure Centres Destination Malls Health Clubs Playcentres Schools & 6th Forms Shopping Centres Gyms

  3. David Lloyd • David Lloyd are the UK’s No.2 gym chain & one of it’s best known health + wellbeing brands • They offer premium leisure & sports facilities aimed at affluent professionals, aspirational families & those leading a more leisurely lifestyle • Individual gym membership starts at £80+ per month • 99 ‘media clubs’ nationwide • Club facilities include - • Health & beauty spa • Club lounge & cafes • Sports shop & crèche • Pool, tennis, badminton & racquet courts • Exercise studio

  4. The Audience

  5. Communicate with 500k+ ABC1 members, with a combined 2 weekly footfall of 2m • Average dwell time of 60 minutes per visit • Members visit their club twice a week on average • Reach a captive & engaged audience, who are motivated & therefore more receptive to commercial messages The Audience

  6. The Audience • Uber premium • ABC1 profile @ 98% • AB profile @ 74% • Average salary of £70k • 29% earn £100k+ • 9% earn £150k+ • Active & balanced lifestyle • 72% love eating out • 90% consider themselves knowledgeable re: health • Positive & alert mind-set • 92% are either ‘focused’ (39%), ‘relaxed’ (30%) or ‘determined’ (23%) when at the gym

  7. David Lloyd Audience Age Breakdown 7% 19% 28% 46% 18-25 26-35 36-45 46+ 52% female 48% male

  8. Young families form a core part of David Lloyd memberships. For them, time with the family is their biggest priority & are wealthy enough to base their purchasing decisions on what will give their young & developing family the best quality of life. Young Families David Lloyd Audiences 45% of David Lloyd memberships are for families 79% of members will pay more for good quality food & goods for their family Family focused facilities include kids clubs, holiday clubs, parties, crèche, tennis clubs, swimming lessons, parties Found: Swimming Pool, Kids Clubs, Holiday Clubs, Crèche

  9. Established Families David Lloyd Audiences Established families share an equal emphasis on family quality of life. The children are now older & becoming more independent, giving themselves & mum & dad more money to spend on the finer things in life and more time to do what they enjoy doing the most; staying active. 82% of members live in a 3 bed house or bigger 28% of members are aged 38-45 25% of members are working part time or a housewife Found:Swimming Pool, Tennis Courts, Café, Gym

  10. Career Focused David Lloyd Audiences The career focused are very hard working. Their career is their top priority & they share that same motivation when it comes to their health. They value & buy into brands that reflect their healthy lifestyle & are willing to pay more money in order to meet their needs. 86% of members work either part or full time The average salary of a David Lloyd member is £70k 47% of members are aged 25-44 29% of members earn £100k+ Found:Gym, Fitness Studios, Health Suites, Swimming Pool

  11. The older, affluent adult audience love to stay active when not working & in their leisure time. Financial security is a top priority to prepare them for retirement. They also prefer to spend more money on good quality items that allow them to live a greater quality of life. Affluent Adults David Lloyd Audiences 46% of members are aged 45+ 9% of the audience are retired 74% of members are in the AB demographic The average salary of a David Lloyd member is £70k Found: Racquet Courts, Fitness Studios, Spa, Swimming Pool

  12. The leisurely lifestylers value a more relaxed approached to life. Working out, relaxing & socialising with friends are top of their priorities. These people consider themselves to be healthy, active & choose to spend their spare time on leisurely activities like going to the gym, gardening, DIY & travelling. Leisurely Lifestyles David Lloyd Audiences 26% of members are working part time or housewives 66% list eating out and drinking with friends as one of their favourite pastimes 9% of the audience are retired Found: Gym, Spa, Café

  13. 79% say“It’s worth paying extra for good quality goods” Member Mindset They’re into quality 1 in 3Waitrose customers are private health club members Source: TGI

  14. 79%will often buy a new brand to see what its like Member Mindset They’re curious 20%more likely to buy products they see advertised Source: TGI

  15. 38%more likely to follow the stock market Member Mindset They’re adventurous 83% love to travel abroad Source: TGI

  16. 70% say“It’s important to look attractive to the opposite sex” Member Mindset They’re appearance centric 66%more likely to use face creams and lotions Source: TGI

  17. Media Formats

  18. Eye-catching 65” & 55” HD screens, offering stand out & cut through • Located in high traffic areas (i.e. reception, club lounge & main gym area) benefitting from high dwell times and allowing multiple exposure & frequency build throughout each venue • Full motion dynamic content, which can be uploaded & live within 30 minutes • In-club content acts as an editorial thread, ensuring the displays are regularly references by gym members Digital 6-Sheets

  19. Deliver your brand into the hands of your target audience • The gym presents a great opportunity to sample at the ‘point of use’ • Sampling routes - • Active - via brand ambassadors • Passive - via a sampling unit • Tip-on’s - via postcards • Units can be positioned at reception, on the gym floor or in the changing room Sampling

  20. Case Studies

  21. Jaguar During the build up to the release of the all new F-Pace SUV, Jaguar wanted to target affluent older females and families to appeal to a relevant audience likely to purchase a new car in the next 12 months. They used multiple creative copy on 6-sheet and D6 displays across our health club network to communicate with both a female and male audience.

  22. Goldman Sachs High end bank Goldman Sachs had released a brand new savings account ‘Marcus’ and wanted to educate young, high earning professionals on the benefits of opening one up. Our AB City pack in gyms provided them with the perfect audience of professionals likely to be interested in financial products, they utilised D6 screens with a gym related creative to grab their audiences attention.

  23. AMEX Premium credit card provider American Express wanted to drive affluent, business men and women online to apply for their Platinum card. Our AB health club city pack created the perfect environment to reach a high earning, London based affluent audience, using 6-sheets and D6 screens to capture their attention and drive them online to find out more.

  24. Needing to promote their healthy recipe subscription boxes in front of a health conscious, affluent audience, Abel & Cole utilised our David Lloyd & Nuffield health club pack. Multiple creatives in both static and digital media formats were used to grab members’ attention, whilst money off vouchers encouraged sign up to their monthly subscription service. Abel & Cole

  25. Continuing our successful relationship with Clinique, they wanted to promote their Men’s moisturiser and face scrub products in front of an image conscious male audience. As 66% of male health club members use moisturiser and face creams, our network provided the perfect environment through sampling activity, supported by 6-sheet and D6 displays. Clinique

  26. Clarins wanted to target affluent and image conscious men to promote their range of male products. They ran a sampling campaign across David Lloyd, Nuffield Health and the Reebok Club (Canary Warf). The samples were very popular. Clarins

  27. Lab Series wanted to promote their male anti-ageing skin product in front of affluent, image conscious gym-goers. Our health club network provided the perfect environment to reach their target audience at a time when they are looking to improve themselves. We distributed 40,000 samples across our David Lloyd network, supported by 6-sheets. Lab Series

  28. Microsoft took advantage of the gym environment to target fitness enthusiasts with the Microsoft Band 2. 6-sheet posters underpinned & supported a wider in-club partnership initiative with Nuffield Health. Microsoft

  29. Understanding that Health Club members are 3 times more likely to visit a long-haul destination, the Moroccan National Tourist Office took advantage of our ‘elite pack‘ across David Lloyd & Nuffield. With an average member salary of £70k, the MNTO were able to promote Morocco as a relaxing destination to a 'well-heeled', receptive audience. Morocco Tourism

  30. Bupa wanted to target specific London locations in order to promote their insurance packages in front of an affluent audience. They utilised 6-sheets and D6 screens in specific post codes in London, in a campaign that reached 40,000 ABC1 members. Bupa

  31. For More Information Dan Photi Sales Director t. 01252 368308 e. dan.photi@boomerangmedia.co.uk Please contact

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