|Planet Fitness' Judgement-Free Zone Vows to be More Than Just a Gym
By: The Drum
Planet Fitness launched "The World Judges, We Don't – At Planet Fitness, Be Free" campaign on Jan. 1 heralding the first collaborative work between the company and Boston, MA based ad agency Hill Holliday. The campaign, which was recently showcased in The Drum, is comical and involves people being judged by other people, animals, and even babies ending with the words: "The world judges, we don't. Be free. Planet Fitness."
Planet Fitness has stated that it hopes to become a top brand in the gym category and one of their strengths is that they cater to the 80% of the market who aren't really comfortable with the gym experience. While promoting the product itself, the company has also began to see how a 'judgment free zone' resonates beyond the walls of the gym.
Jessica Correa, senior vice president of marketing for Planet Fitness, addressed the Ad Club of Boston, MA recently on how the success of the Planet Fitness "judgment free" zone has resonated both within the company and to the public and led to a larger focus and message of outreach.
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This article was published by The Drum. A link to the original appears at the end of this post.
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