The Background
Elanora Squash and Fitness Centre is a complex sports facility, made up of Elanora Fitness, Elanora Squash, Elanora Sports Shop, and the Racquet Club. With over 1,000 active gym members and squash players and a rich history stretching back to the 1970s, it’s a mainstay in the Sydney sporting community.
The Challenge
Tins line the bottom of every single squash court. Promotional signage needed to grab their attention to improve brand loyalty.
However, these prime advertising spots weren’t living up to their potential.
The existing advertising was simple, dated, and not strategically crafted to attract customers or build synergy across the Elanora sub brands.
Our Solution
We revamped the tin signage with a focus on brand consistency and clear calls to action.
Ineffective copy was replaced with clear calls to action, encouraging players to explore the upstairs gym, coaching sessions, play table tennis and the balcony bar and bistro…
Secondary calls to action promoted advertising space, unlocking a new stream of income for the facility… While smaller, motivational messages support the players and builds social goodwill.
Results
Elanora Squash & Fitness Centre’s revamped tin signage is a clear winner! As a part of a wider strategy, these direct-response focused signs have driven a 20% increase in sales across the business.
Players, engaged by the messaging, are now actively exploring options like enrolling in the gym upstairs, attending live events, or grabbing a bite at the bar and bistro.
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