As part of the group’s £30m investment plan which will also see it refurbish all it clubs by 2012, LA fitness, the gym chain, is launching a £1m marketing campaign this week, featuring Strictly Come Dancing judge and pop star(?!) Alesha Dixon.
Dixon, the former Mis-Teeq singer turned solo artist who was recently named the gym’s brand ambassador, will front the campaign, which spans local and national newspaper advertising, leaflets, posters and online activity, as the company looks to boost membership numbers.
A promotion with Capital Radio has also been created where listeners will have the chance to take part in a workout with Alesha at an LA fitness club in London.
LA Fitness said the marketing spend represents a 20% year on year increase in investment due to “the intense competition between private chains to lure new members and retain existing ones”.
Here we see another brand signing a celebrity to be its ambassador in the hope that the association will pay dividends (see my article on Tuesday). As I am not a fan of ‘Strictly’ it is difficult to comment, but am not sure a former pop star and dance judge working. Cracking launch timing though…