Planet Fitness, one of the leading health and fitness clubs, recently embarked on an extensive spring promotion to increase awareness, encourage new subscriptions and inform cinemagoers of their services. Electing to utilise cinema as one element of its overall spring promotion, Planet Fitness opted to implement a sampling campaign through INLINE INDOOR MEDIA at selected cinemas nationwide.

Clearly branded promoters handed out vouchers encouraging cinema patrons to participate in the
Planet Fitness spring promotion, which entitled interested patrons to two weeks free training at participating Planet Fitness gyms of for those more enthusiastic gym fanatics, Planet Fitness also offered patrons the option of six months free or no joining fees, if they elected to sign up during the month of September.

Adding to the customer appeal all patrons participating in the promotion were automatically entered into the Planet Fitness draw standing in line to win a brand new Peugeot Pop Art. Enhancing the campaign and increasing awareness levels posters were strategically positioned in the cinema foyer and an extensive on-screen campaign was flighted.

Sampling was conducted on Friday nights to cover the 20h00 and the 22h00 shows, guaranteeing maximum brand exposure. The participating cinema sites included Fourways Mall, Sandton City, Westgate, Hyde Park, Kolonnade, Centurion, Monte Casino, Riverside Mall, Rosebank Zone, Canal Walk, Cavendish Commercial, Tygervalley, Bayside and the V & A Waterfront.