BPL named as a finalist for Marketing Campaign award at ukactive Awards 2022

8 Jun

We are delighted our efforts to promote physical activity across our local communities has been shortlisted for an award at this year’s ukactive Awards.

BPL is in the running for one of the industry’s biggest accolades, as trade body ukactive recognises the very best in the physical activity sector.

Held in partnership with Active IQ, the shortlist for the ukactive Awards 2022 includes fitness and leisure operators of all sizes; local councils; prominent suppliers; leading universities; sports bodies; and charities.

We have been shortlisted in the Marketing Campaign category, in recognition of the success of our recent What’s Your Space? Campaign – a digitally-focused membership campaign to encourage new members to join us across our Your Space fitness sites.

Working with award-winning design agency WPA Pinfold, the campaign asked ‘What’s Your Space?’ and showcased the many reasons existing customers enjoy using Your Space gyms.

Highlighting to prospective customers that it’s ‘Your Space to Feel Good’, the campaign promoted the range of facilities available across Your Space sites – alongside a new member offer – encouraging them to sign up to see for themselves.

Brand Manager at BPL Rachel Rinkavage said: “The campaign was built directly around our membership base’s wide variety of profiles – from the member who wants to ‘have a giggle while you wiggle’ to one who wants to ‘take it steady and go with the flow’ – and the reasons they gave us through market research as to why they loved using our facilities.

“This valuable feedback was transferred directly into our messaging throughout, including the use of footage and imagery capturing members’ unique stories on camera.

“These were shared on social media to inspire and encourage potential members to come along and see for themselves and promote the many benefits of physical activity.

“Through these stories, they could see Your Space was their place to feel good, where everyone’s welcome and supported to achieve their goals.

“We were thrilled with the success of the campaign and are delighted to be recognised as finalists at the ukactive Awards.”

CEO of ukactive Huw Edwards added: “We are delighted but not surprised by the number of incredible entries and stories we have received for this year’s ukactive Awards, which is a testament to the unquestionable resilience and innovation within our sector.

“We are extremely proud of all of our members, who have worked so hard in rebuilding the sector and our nation’s health following the challenges during the COVID-19 pandemic.

“Congratulations to all the finalists and we look forward to celebrating our industry at the awards ceremony this summer.”

Managing Director at Active IQ Jenny Patrickson added: “I’m delighted to see this year’s awards attract such a strong field of entries and send my congratulations to all the finalists.

“The standard has been very high once again this year and I would like to thank everyone who took the time and effort to put forward their entry for consideration.

“Active IQ is proud to once again be the headline sponsor for the ukactive Awards and we’re particularly looking forward to seeing everyone in person at this year’s event. Ahead of that, I wish all the finalists the best of luck for the next stage of judging.”

The winners will be announced at a glittering awards ceremony at the International Convention Centre in Birmingham on Thursday 30 June, with hundreds of leaders from the worlds of fitness, health, leisure and sport expected to attend.