The Challenge
Celtic Leisure wanted to change the perception that gyms are intimidating or only for fitness fanatics. The goal was to break down barriers and show that their facilities offer something for everyone, whether that’s improving health, finding confidence, or simply enjoying leisure time.
We created an authentic, relatable and inspiring campaign which aimed to encourage people to get started who might be hesitant to take the first step.
The Solution
This campaign adopted a persona-led approach, sharing the stories and journeys of real members. By showcasing authentic experiences, we highlighted how Celtic Leisure supports individuals to reach personal milestones while enjoying a wide range of activities.
Supported by a strong suite of imagery and video, the campaign brought these stories to life across both traditional and digital channels, including a Sky advert, vinyl banners, flyers, and paid and organic social media.
The result was a compelling message of inclusivity and community, positioning Celtic Leisure as a place where real people achieve real goals.
Paid and Organic Media
By combining paid media, organic social and Sky AdSmart, the January Persona campaign delivered meaningful results across every channel.
PPC activity generated 883,281 impressions, 28,092 clicks and 1,025 conversions, with Google Search converting at an impressive 10.53%. Facebook complemented this by driving high volumes of quality traffic and extending campaign reach.
Sky AdSmart helped put the message in front of carefully selected households, delivering 112,548 impressions. Post-campaign analysis identified 212 household matches from members who joined during the campaign response period.
Alongside paid activity, organic social content reached 21,205 people across Facebook and Instagram and generated 649 engagements, helping maintain visibility and reinforce campaign messaging to Celtic’s followers.
Together, the results highlight the power of combining audience insight with authentic member stories, creating a campaign that resonated with local audiences and encouraged action across multiple touchpoints.
