The Barbican Health & Fitness Centre: Touching The Right Nerve - IPA Effectiveness Awards Case Study 1990

Brief Description: Launch of a new health club in London. Media: press, magazines and radio. Direct response strategy used. Results: approx two thirds of membership entry fees and subscriptions were attributable to advertising (ten times the cost), membership expected to produce on-going revenue ;---(TAGS)--- Full Title: The Barbican Health & Fitness Centre : touching the right nerve ; Number: 1990/304 ; Brand Name: Barbican Health & Fitness Centre ; Client: Barbican Health & Fitness Centre ; IPA_ProductCoding: Entertainment & Leisure (Gyms/fitness centres/slimming clubs) ; Agency: J Walter Thompson ; Author: Paul Hackett ;