Master Brand Development

By 3e The Life Time Agency

The Idea

Previous Life Time marketing didn’t match the sophistication and prestige of the

Life Time brand. We needed to elevate our marketing in a way that not only married

the sophistication of the company, but empowered those it engaged. Our new master

brand strategy moved us away from selling the club and transitioned into selling

the unprecedented people and programs that help our members reach their goals.

The result is branding that is honest, confident, inspiring and timeless, featuring a new look, copy tone, tagline, photography style, and desire to create innovative marketing.

Delivery of Work

Our new master brand look was first revealed to over 500 Life Time managers at our
corporate expo. After receiving rave reviews from them, we rolled out the campaign to the nation through direct mail, billboards, in-club signage and video, email blasts, magazine ads, TV (including a regional Super Bowl spot), acquisition tools and our main Life Time website.

The Results

Our clients are our team members and corporate employees. From a corporate level, our CEO and Founder Bahram Akradi shared that this is the first time in the companyﾒs existence that he is excited about our marketing and where weﾒre bringing the brand.

On a team member level, our employees are re-energized about where we're bringing the brand. Not only do they have a brand that reflects the sophistication of the company, but they're seeing the results. Upon our initial launch of the campaign, our leads generation increased over 49%  with a 13% conversation rate increase compared to the previous year. It also generated the highest percentage of phone calls for new memberships in the
history of the company, with an increase of 29% over last year's results.

Credits

Event Sponsors