» Client: VIDA Fitness, a state-of-the-art gym in the Verizon Center that features three levels of workout options, a spa and salon.
» Job: Create a campaign for VIDA Fitness that plays up the high-end gym’s sophisticated image to prospective members and creates a buzz before the facility’s Aug. 23 opening.
» Agency: Felix Design, Interactive Strategies Inc. and Bulldog Public Relations, all in D.C.
» Theme: Balance. VIDA Fitness is a place where you can work on your body, mind and spirit to achieve a fuller, more balanced life.
» The concept: The campaign targeted men and women separately based on what would appeal to each. For women, print ads featured VIDA’s yoga classesand spa treatments. For men, ads featured the gym’s top-of-the-line fitness equipment and well-appointed locker rooms. All of the ads had minimal text, instead relying on colorful imagery to convey the message.
» The plan: The marketing and PR teams worked together to design and place ads in local newspapers, such as the Washington City Paper, and in an e-mail campaign. Ad placement determined whether ads targeting men or women would be used.
For example, the women-focused ads ran in The City Paper, while men-focused ads were in the Washington Blade. E-mail ads targeted both demographics.
» Creative team: Carol Felix, Felix Design; Bruce Namerow and Kye Tiernan, Interactive Strategies; David von Storch, owner, VIDA Fitness; Chris Carnecchia, partner, VIDA Fitness; Matt Hagan, Bulldog Public Relations.
» Background: VIDA Fitness owner, David von Storch, tapped Felix Design after seeing the company’s successful work with Washington-based Metropolis Development. Interactive Strategies was already doing publicity for VIDA’s affiliate company, Bang Salon. Following the successful launch of VIDA Fitness, Bulldog Public Relations was brought on board to develop and implement an ongoing public relations campaign with Felix and Interactive.
» Working on next: The campaign will continue to market VIDA and Bang Salon, which has a location in the gym, to local consumers and roll out the VIDA and Bang brands nationally.
