The Kite Factory has won Bronze at the IPA Effectiveness Awards for our outstanding work with David Lloyd Clubs and TBWA\MCR.
The IPA Effectiveness Awards are the industry’s most coveted, showcasing companies that make effectiveness integral to their cultures. We are truly proud to receive this award, demonstrating that effectiveness is at the core of everything we do at the agency.
This award reflects the remarkable results achieved through our seven-year partnership with David Lloyd Clubs. Over these years, we pursued a strategy to reinforce David Lloyd Clubs’ premium positioning and pricing in response to the growing trend of low-cost gyms. The role of communications was pivotal in changing perceptions of the breadth of club services, increasing consideration, and ultimately driving growth in membership and revenue per member.
Our strategy included multiple phases, from establishing new data foundations to demonstrating a hybrid brand-response model. This comprehensive approach helped David Lloyd Clubs recover from the impact of COVID-19, enabled long-term brand growth, and enhanced pricing power. Econometric analysis estimates that between 2017 and 2023, these initiatives generated an impressive £137 million in incremental revenue. This figure underscores the effectiveness of our strategy in navigating a challenging market landscape.
This achievement is not just a milestone for us; it’s a true career highlight for everyone involved and a badge of pride for the whole agency. Thank you to everyone who contributed to this incredible achievement!
Find out more via the IPA’s website here.
