A few months back, GoodLife Fitness, the national chain of fitness clubs, approached us with a challenge: Get members into our Victoria Club.
Evidently the advertising that was working for them across the country, in more than 250 clubs, wasn’t pulling in the punters in Victoria.
This despite the fact that it’s a fantastic club: modern, spacious, lots of nice touches, brand new equipment, a beautiful location overlooking the Galloping Goose, and a corporate culture that makes everyone you meet in the organization a joy to work with.
But Victorians weren’t yet buying it.
A little upfront research pointed the way forward on two fronts: Victoria has the fittest people of any city in Canada; Victorians don’t care much for national calls-to-arms and support their own. We were able to use those points of difference to shift the message and help GoodLife build their client base.
Victoria is different than other cities in Canada. Consider the impressive success of Twitter in our town. Twestival last month at the Bard & Banker brought in more tweeters than Vancouver’s, which has 5 times the population. Why?
Victorians don’t take kindly to outsiders coming in and telling them how to do things. They stick together. And dammit, life is good here and we know it.
Now GoodLife Fitness knows it too.