Unlimited’s targeted lifestyle communication division, TLC, has brought the tyre brand Michelin into Planet Fitness gyms across the country.
Brett Tucker, TLC’s Joint MD explains, “One never sees the advertising of car tyres in a gym, so this latest media strategy successfully embraces the element of surprise through media channels that reach very specific target audiences. TLC proves that by using cleverly tailored creative and strategically placed platforms such as our brand new Indoor Billboards and Floor Decals, it’s not necessarily about the relevance of the environment and the brand, but the relevance between the brand and target audience reached.”
Creating two brand touch points in one environment and delivering the messaging “Get tyred less often” and “Limit spinning to the gym”, Michelin targets upmarket gym goers who are economically active and can afford to purchase and maintain their own vehicle.
“Catching people off guard in an environment that would not traditionally be used, breaks through the traditional advertising clutter. This is the first time a tyre brand has been marketed in the gym environment, thanks to TLC’s targeted approach to advertising,” adds Brett.
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