MIDTOWN ATHLETIC CLUB
Project: Market Research | Brand Strategy | Branding | Collateral | Information Architecture | Web Site | Interactive Applications | Online Marketing | Email Marketing | Direct Mail | Print Ad | Social Media | SEM | SEO | Corporate Social Responsibility | Outdoor | B2C | Multicultural Marketing |
Midtown Athletic Club® is a leader in upscale athletic club and sports resort management. The company currently operates ten clubs throughout the United States and Canada. While Midtown excels in the delivery of a superior fitness experience, it previously lacked a clearly defined strategy and the online presence to communicate its points of difference.
I Imagine was hired to transform Midtown’s communications roadmap, the first step being the creation of a new website. In a mere three months, I Imagine built a website around the concept of ‘Seize the Moment,’ drawing on authentic Midtown moments from member interviews, testimonials and imagery taken during a photoshoot at Midtown Montreal. The new brand and online experience was then extended to social media via digital strategy recommendations and design of splash pages.
To promote Midtown’s new brand offline, I Imagine also created print ads, direct mail, outdoor billboards and bus ads for select clubs.