Surrey Sports Park
Gym and swim membership acquisition campaign
As a leading sports centre in Guildford, Surrey Sports Park offer monthly public memberships that cater to individual requirements. Gym and Swim facilities are highly sought after and the park wanted to offer the local community an opportunity to experience these world-class facilities for themselves, with a complimentary 3-day gym and swim guest pass.
The park is unlike any other sports facility. It’s a welcoming environment that provides guidance and support to help individuals reach their fitness goals in their own time. Our digital marketing campaign message “Your fitness journey is our focus” reassured audiences and coupled with a 3-day trial, prospective members had an opportunity to experience the park for themselves.
To attract and convert leads our integrated digital communications strategy promoted the offer in social media, on the Surrey Sports Park website and with Display Adverts. We targeted leads within a set geolocation and directed prospects to a landing page where they could quickly opt in and activate their pass with the membership team at the park.
Our click through rate was 3 times more than the industry standard across all advertising formats. Nearly 50% of all leads booked site tours and the digital campaign conversion rate was 12.3% more than the industry average.