Castle gymis back.

April 12th, doors open

Castle Gym social ad in glowing neon lettering on a black brick wall: limited time two pound memberships, use code BACK2GYM, get Nottingham fit — The offer: two pound memberships, in neon on brick.

Castle Gym reopening grid: a neon April 12th Castle Gym is back post beside photos of blue dumbbell racks, a rottweiler in battle ropes, chain drives and the blue training floor — The reopening grid: the announcement, the steel and the gym dog.

ClientCity Castle Gym, Nottingham

Year2021

My roleMarketing content and graphics

ChannelsInstagram and Facebook

MomentReopening after lockdown

An independent hardcore gym, open since 1981, getting ready to reopen. The posts had to feel like walking back through the door.

The job.

Marketing content and graphics for an independent gym: the reopening announcement, offers to bring members back, and posts that showed the floor as it really is.

The look.

Taken straight from the building. Black brick, white neon type and the royal blue steel that every machine on the floor is painted in. No stock gym clichés, just the kit, the chains and the gym dog.

Social graphicsOffersReopening campaignInstagram grid

The reopening grid

Six tiles,one comeback.

Built to land as one big statement on the Instagram grid, with every tile still strong enough to share on its own. The neon announcement leads, the steel, the chains and the gym dog do the rest.

6 posts1 gridNeon on brickReal kit, no stock

April 12th: the announcement.

Close up of heavy hex dumbbells on a royal blue steel rack — The dumbbell rack, in house blue.

A grinning rottweiler lying tangled in black battle ropes on the gym floor — The gym dog, guarding the ropes.

Close up of a chain drive and sprocket on a blue plate loaded machine — Chains and sprockets: plate loaded, old school.

Wide shot of the training floor, with a blue chest press machine in front of racks of plates — The floor, ready for members.

The logo, stitched into the kit.

The offer

£2

Memberships,limited time.

CODE: BACK2GYM

A simple hook to get Nottingham back in the gym: a two pound membership with one code to remember.

Set in the same white neon on brick as the announcement, so the reopening post, the offer and the grid all felt like one campaign. The lead image at the top of this page is the finished ad.

Get Nottingham fitOne codeLimited time

Got a gym, a venue or a brand people should walk into?

Social graphics, offers, photography and video, made to get people through the door.

Build your brief

All the work.

Luisa's case study