Brand campaign pays dividends for Soho

Soho Gyms has received a huge boost in membership thanks to the success of its latest campaign.

Launched in April, the aim of the three-month campaign was to raise awareness of the Soho Gyms brand and increase membership, particularly at the recently-acquired Whiteley’s site in Bayswater.

A restored Fiat 500, specially imported from Italy, was used as promotional tool throughout the campaign; appearing at events and locations throughout London including Pride London, Party in the Park and the Action nightclub.

Members who referred their friends to any of the five Soho Gyms clubs were entered into a prize draw to win the car, with iPod Minis also up for grabs.

The company received almost 2,000 referral leads and all referrals were given a complementary visit to use the facilities, regardless of whether they became a member of the club or not.

This was the largest campaign yet run by the company, which celebrated its success with a party at its Bayswater site.

Each of the chain’s club managers invited their 30 most loyal members and guests to the party, where the winners of the prize draw were announced.