Living the good life in Victoria

23 Apr

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?

I think it comes back to our sense of community and supporting our own. It’s a small city but we’re protective of it. We’re like a Chihuahua, small and nippy. (Take my word for it.)

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.


3 Responses to “Living the good life in Victoria”

  1. Tracy April 23, 2010 at 8:32 pm #

    um… I’ve lived in Vancouver all my life and been to Victoria a few times but you bring up lots of interesting points about the place.

  2. chelsiemegan May 3, 2010 at 11:11 am #

    Strait, good, wholesome Victoria Pride, I like it. Great post!

  3. dougbrowncreative May 3, 2010 at 8:08 pm #

    Thanks Chelsie…nippy was a good descriptor for Victoria given the weather this week! Other than that. great place to live.

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