NLL Legends - Marketing Campaign of the Year!
NL Leisure were delighted to announce that last week they scooped top prize at the ukactive awards for ‘Marketing Campaign of the Year’ at a ceremony in Manchester. They competed with market leaders from across the industry for the accolade and their hard work was awarded after undergoing a rigorous assessment period that included a visit to ‘Judges House’ in London!
Meet the team who put the award winning ‘We Support EveryBODY’ campaign together below!
1. Congratulations on the award win! How did you come up with the idea for the campaign?
Planning any of our campaigns or launching new products usually involves a chat with the team, discussing the key objectives and desired outcomes that we are looking to achieve! After putting the concept for the campaign together we started to get some design ideas and presented our initial ideas to the wider Health & Fitness team. After receiving some brilliant feedback we put the campaign into motion!
2. Tell us a bit about the campaign, what did it involve?
The key objective of our “We Support EveryBODY” campaign was to help encourage more people, regardless of their ability, age or background to increase their activity levels. The campaign centred around bright, eye catching artwork and showcased people of all ages and body types and aimed to highlight how NL Leisure supports everyone through a huge variety of products, programmes and services.
The campaign included an STV advert, online advertising and billboards located throughout North Lanarkshire and reached well over a million people. The campaign was hugely successful with some excellent feedback from our members!
3. Tell us a bit about the assessment period?
After being nominated for the award, we were invited to ‘Judges House’ in London, where Rory presented to the panel. After presenting the campaign, there was a ‘Q & A’ session where the judges could probe further into the details of the campaign. Rory held his nerve well and was very pleased with the presentation and Q & A. Following this it was a long wait until finding out our fate at the ukactive awards ceremony!
4. How was the awards night?
It was a great evening! Everyone was in good spirits and this was lifted further when we were announced as winners of UK Marketing Campaign of the Year. We’re delighted that the campaign received such high recognition, especially considering we were up against market leaders throughout the UK. It’s a brilliant feeling knowing that all the hard work put into making the campaign a huge success was recognised by others in the industry.
Broadwood Leisure Centre was also nominated for ‘Scottish Club of the Year’ but narrowly missed out on the night. The nomination they received is huge testament to the hard work that the team do to make it a great place for our members. We’re sure they can go one better next year!
5. What can we expect from future campaigns?
It’ll be a tall order defending our crown but we are ready for the challenge! It’s important that we convey the message of NL Leisure being for everybody, regardless of your age, fitness level or ability. We’re delighted that our ‘We Support EveryBODY’ campaign managed to do this and we’re confident that future campaigns will build on this success.
We have some exciting campaigns in the pipeline and we would urge you to keep an eye out for our new marketing campaigns coming soon!