Gymnastics Queensland is a not-for-profit organisation proudly supporting more than 50,000 athletes, from over 125 associated clubs across the state, to get active and compete in the sport of gymnastics. We have successfully delivered Gymnastics Queensland’s annual PR strategy for more than 35 events per annum since 2010, in which time they have seen their membership grow from 30,036 to over 50,000 today. We have also worked with the team to develop TV advertising, digital campaigns, a Marketing Handbook for member clubs and in delivering marketing modules at the annual Gymnastics Queensland Conference for all clubs.
- Media liaison
- Digital support
- Content creation
WHY THEY CALLED US
Given our strong track record in delivering results for Gymnastics Queensland, when it was time to launch their Fitter for Life — their gymnastics program specifically targeted at the 6.8 million Australians over the age of 50 — they knew where to find us!
CHALLENGES
- Gymnastics is commonly known as a sport for the young and agile so this campaign needed to convince the community that age is no barrier.
- As Gym QLD is a not-for-profit, their budget was restrictive.
OBJECTIVES
- Introduce the benefits of Fitter for Life to seniors and their children
- Promote the importance of regular, controlled exercise as people age for a healthy body and mind
- Generate enquiries for Fitter for Life classes
- Raise the profile of Gymnastics Queensland as the state-wide accreditation body.
WHAT WE DID
In our strategy we identified two ways to best get seniors off the couch and into the gymnastics hall — inspiration and persuasion. There was no shortage of inspiration with our 86-year-old gymnastics coach Doreen Wilson whose passion for gymnastics is infectious. Doreen hosted a class in King George Square in Brisbane for us during Brain Awareness Week (to provide an additional hook for media) and we invited media to attend. Persuasion was all about sharing the benefit of exercising as you age with the seniors’ grown-up kids so they would encourage their parents to join a class. This was achieved both through the media coverage and our targeted Facebook and Google AdWords campaigns, which specifically targeted these audiences.
RESULTS
Our media opportunity in King George Square was an overwhelming success attracting 7 News Brisbane, 9 News Brisbane and 10 News and resulting in news stories in NSW, WA and ACT. Our national media distribution also generated over 60 items across print, radio and online. Our Facebook campaign was viewed 161,000 times across the two target markets with a reach of over 77,000 and achieving 4,963 views on the landing page at the very cost-effective rate of $0.39 per view.
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