When it comes to fitness campaigns, it can be easy to fall into the trap of being more superficial than originally intended -- that is not the case when it comes to New York Sports Clubs' latest effort. Centered around the hashtag "I Built This," it provides an active energy behind its encouragement to get people into the gym to transform their lives for the better.
The New York Sports Clubs campaign was inspired after conducting a number of focus group studies that got to the core of what members and non-members would appreciate seeing. In the end, a mindful approach to fitness was desired and that's exactly what the organization put out. Psfk delves even deeper into the marketing strategy behind this particular ad campaign.