Boomerang Media Leisure centre Advertising

Leisure Centre MediaCredentials 2017

Reach the heart of the local community

• A growing market

― [1] Focus on healthy lifestyle

― [2] Hub of local community

― 1 in 3 adults use a leisure centre

• Centre investment

− The Olympics, & initiatives such as Change4life, have helped drive investment in this sector

− The Trust Model allows profits to be reinvested back into sites

− The quality gap with private health & fitness clubs is narrowing

Leisure CentresMarketplace

Client: 18 Conejos Venue: Playhouse Media: 6-sheets

Audience Profile Key DemographicsGender % IndexMale 49 100Female 51 100

Socio Economic Group % Index

ABC1 63 114C2DE 37 83

Age % Index15-24 25 15825-34 26 16135-44 20 11245-54 13 7955-64 8 59Over 65 8 40

43%more likely to pay for premium goods

and services

They’re into qualityAudience Mindset

139index “I have expensive taste”

139index “advertising helps me choose what I buy”

They’re curiousAudience Mindset

59%more likely to have a keen sense of adventure

172 Index “I like taking risks”

Highly motivatedAudience Mindset

66%more likely to want to get to the

top of their career

165 index “It’s important to be attractive to the opposite sex”

Appearance centricAudience Mindset

42%more likely to spend a lot on toiletries & cosmetics

050

100150200250

18% 6% 7% 20% 8% 8%

192137 129

155

122 102

020406080

100120

3% 5% 6% 4% 10% 4%

73 7761 37 54

114

UnconstrainedCouples*

Empty Nesters Non-StandardFamilies

Similar mindset… but differing life-stages

TGI Lifestage GroupsFrequent Leisure Centre Index (GB) = 100Pop: 4.8m

Fledglings Flown The Nest Secondary school parents

Nest Builders Playschool Parents Primary school parents

Mid-life Independents

Hotel Parents Senior Sale Decision Markers*

Leisure Centres offer a wide range of activities and facilities in addition to gym studios, exercise classes and swimming pools. They also offer facilities like saunas, cafés and indoor and outdoor football pitches, some sites even have activities like dance, canoeing,

archery shooting and many more.

Leisure Centre Facility Breakdown Activities & Facilities

50

CrechéFootball

53

59

88

2

26

11

GolfCafé Sauna Tennis Athletic Track

Num

ber o

f clu

bs

Facility

Young Professionals -

Gym

Footballers - Sports Hall

Families - Café & Creche

Engage your desired life-stage audience in these areasVenue ‘Zoning’

Teens & Kids - Poolside

Industry Expertise• Leisure Centres core part of our

business for close to 8 years

• Market leaders, with the widest range of commercial opportunities in-venue

• Strong commercial relationships

− Our partners welcome &

encourage media visibility

− Focus on quality delivery

has secured our status as

‘preferred supplier’ on

many accounts

− Quality service has led to

the chains using our

fulfilment team for internal

marketing & merchandising

Sports & Leisure Management

Two of the big three management contractors

Leisure Centre Partners

Holding Companies Consumer Facing Brands

Media formats designed to entertain, engage & stand-outOur Media Portfolio

6-Sheets Ambient SamplingChangingRoom Panels

• Largest format available in-venue, providing excellent stand-out & cut-through

• Positioned in high traffic areas of the venue, allowing multiple exposures & frequency build

• Four panels per venue

− Reception / exit

− Pool-side

− Changing room / gym

− 5-a-side

• Audience profile & domination packs available

6-Sheets

A2 Panels• Positioned in the changing area of

each Leisure Centre

• Format delivers lengthy dwell-time & multiple impacts

• An intimate environment within which to communicate a personal message

• Gender based targeting

− 1 x male panel

− 1 x female panel

• Plan alongside 6-sheets to ‘dominate’ each venue

• Allows brands to deliver integrated, involving or challenging communication to leisure centre goers before, during & after their work-out

• Creative formats designed to surprise & engage at the ideal time during the visit

• Available in high traffic areas

− Reception & cafe

− Changing room

− Dance studio

− Spinning room

− Gym floor

Ambient

Sampling• Deliver your brand into the hands of

your target audience

• The environment presents a great opportunity to sample at the ‘point of use’

• Sampling routes

− Active - via brand ambassadors

− Controlled - via staff

− Passive - via a sampling unit

− Tip-on’s - via postcards

• Units can be positioned at reception, the café, on the gym floor or in a changing room

Campaign Recall & Response FiguresMedia Effectiveness

65% prompted 75% prompted51% unprompted

5,000+ participants

GSK - Voltarol Pain ReliefMedia Effectiveness

To promote and drive sales of Voltarol’s pain relief gel across an active audience.

The challenge

For their first ever campaign in gyms, Voltarol used high impact 6-sheets and D6’s to reach their audience in a highly relevant environment.

What we did

For the first time in their history, Voltarol saw an increase in sales in Q4. Their market share also increased by 3.69% and brand awareness increased 7.3% from pre to post-campaign. Subsequently to this, they have booked a further 2 gym campaigns.

The results

Environment: Leisure CentreMedia: MixedCampaign: National

The AudienceActive Families

With the summer holidays arriving and parents looking for ideas for things to do as a family, Cineworld took advantage of the high footfall leisure centres, shopping malls and play houses offer to promote their family movies. They utilised 6-sheets and D6’s to communicate with parents at key times throughout their visit, such as sitting in the café or by the swimming pool, to drive them to a nearby Cineworld.

Cineworld

In order to promote the new ‘Top Cat’ film in front of a child & family focused audience, Warner Brothers tapped into our active family pack. 6-sheet posters were positioned across the playhouse & leisure centre networks to communicate with their target audience at a time when they would be thinking about planning future activities.

Warner Brothers

Universal used leisure centres to promote the cinematic release of the Minions Movie to children and their parents via fun and eye-catching 6-sheets. The film is the second highest grossing animation of all time.

Universal

Given that families account for almost 44% of Leisure Centre footfall, NSPCC decided to utilise the network with this hard-hitting & responsible campaign, promoting child safety & protection. 6-sheet posters were deployed throughout each site & were supported by A2 changing room panels.

NSPCC

With the new term just starting, Plymouth Uni wanted to turn their attention to their upcoming open days. Similar to their previous campaigns with us, they wanted to target parents and teens who may be thinking about further education choices. 6-sheets in our leisure centre network allowed them to communicate with their target audience whilst they’re together.

Plymouth University

Active Families Gym-goers

Audience Packs

Pool-side Playhouse Gym Health Clubs

Our health club network allowed Sanex to promote their in shower body wash in a highly targeted environment. We distributed 273,000 samples across health clubs and leisure centres in close proximity to the male changing room. This was supported by 6-sheets and D6's. The campaign enabled them to increase brand awareness and get their product into the hands of consumers.

Sanex

As another brand capitalising on our sample campaign success, Nivea wanted to get their in-shower moisturiser product in the hands of consumers. We distributed 800,000 samples across our health club and leisure centre network, supported by 6-sheets and D6’s, which enabled them to target an image conscious audience in an environment where they may use in-shower moisturiser products.

Nivea

TomTom wanted to promote their brand new Spark gym tracker watch to an affluent, fitness focused audience. They used our health club network to reach this audience at a highly relevant time. 6-sheet posters were utilised to drive purchase with retailers John Lewis, Amazon and Argos.

TomTom

Across the bleak winter months, Red Bull wanted to give consumers the mental & physical boost needed to encourage active lifestyles, fitness routines & exercise goals. As such, gyms was a natural choice for the campaign - & in an effort to drive trial, gym-goers could also go online to ‘claim a can’.

Red Bull

Science in Sport wanted to promote their new protein gel to regular gym-goers. They utilised D6 and 6-sheet displays in our health club and leisure centre networks to reach a relevant audience at a time when they will be thinking about a convenient solution to post-work out nutrition.

Science in Sport

Boots wanted to reach active gym goers at a time when members might well be feeling aches and pains after exercise. They used 6-sheet posters to promote their ‘price match promise’ on a range of pain relief products.

Boots

Gyms were chosen as the lead communication channel for the latest PG Green Tea campaign. Over 500k samples were distributed, each containing a 50p off coupon mechanic. 6-sheet posters & D6 displays supported the activity, whilst individual clubs used their social media platforms to draw attention to the promotion.

PG Tips

The Army wanted to encourage women to sign up to the armed forces, they used 6-sheets and A2 panels across our national Leisure Centre network to reach young, active and physically fit females.

The Army

Audience Packs

Active Families

Pool-side Playhouse

Gym-goers

Gym Health Clubs Sports Hall Goals

5-a-side

To promote Adidas Predator Lethal Zone football boots among football-loving young men, 6-sheet posters were deployed in leisure centres that incorporated 5-a-side football pitches.

Adidas

Disney XD used a five a side football pack including Goals centres & leisure centres to promote their new series of ‘Goalmouth’ to boys aged 7 to 12. The campaign consisted of 6-sheet posters with a QR code, free giveaway wristbands & their TV advert on the digital screens.

Disney XD

For More InformationPlease Call

Dan PhotiHead of Sales

t. 01252 368308e. dan.photi@boomerangmedia.co.uk