Soho offers retro chic for loyal members

Soho Gyms, the trendy London-based health and fitness chain, is offering a restored and customised Fiat 500 specially commissioned from Italy as top prize in a draw rewarding loyal members for introducing their friends to the clubs.

The group has ordered two of the cars, both in the company’s blue livery and with its cityscape logo, for the campaign, which will see the cars out and about in London and parked outside the city’s ‘hippest’ nightclubs and bars.

The cars will also make appearances at the chain’s five sites and be used to drive members, journalists and celebrities to the clubs to see the facilities.

A spokesperson for Soho Gyms said: “By using the iconic Fiat 500, the epitome of retro urban chic, in its advertising, Soho aims to reflect the sharp, fashion-conscious ethos of the clubs themselves and the aspirational lifestyle of their members.”

Managing director, Michael Crockett, added: “We believe that offering such a unique prize to reward members’ loyalty is quite unprecedented in our industry. A lot of interest has been generated in the competition, which we feel is a much better way to promote member loyalty than gimmicky and confusing discounts.”

The campaign is supported by publicity including posters, flyers, and postcard entry forms both within and outside the clubs and by a teaser website advertising the celebrity unveiling of one of the cars on the gym floor at Soho Gym’s Clapham Common club today (27 April 2004).

Soho Gyms has a mainly young, professional, city-based, male membership and has a large gay following. The sites offer a ‘nightclub’ atmosphere with live DJs. It also does not charge joining fees. Details: www.sohogyms.com