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GoodLife Fitness breaks new campaign phase

Fitness chain GoodLife Fitness has begun a new phase of its ongoing "Live your good life" campaign. Developed by Dougserge&Partners of Toronto, the campaign consists of television, online and radio advertising that "celebrates the real heroes that exist in all of us." The effort includes three 30-second television commercials, three 15-second online videos and eight 30-second radio ads. These will be supported with digital elements, direct mail and in-location materials. The TV and online creative depicts people describing how they are heroes to their loved ones, and how this motivates them to be healthy and active. The radio ads feature children describing their heroes.

"Our purpose is to give every Canadian the opportunity to live a fit and healthy good life," said John Muszak, vice-president of marketing and public relations at GoodLife Fitness. "When you're fit, you're able to enjoy life more with the people who matter the most. Being fit delivers meaningful, tangible benefits for the important people in your life, which is a huge motivator for current and potential GoodLife members. When you tap into a true insight to build your brand promise, communicate it effectively, and then deliver it in the club experience, it's amazing what can be achieved."

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