Kellogg’s Special K has become the first brand to block book a chain of fitness gym studios around Ireland. Ambient agency Visualise announced the cereal targeted primarily at diet-conscious women as the first brand to sign up to the latest in-gym advertising tool – namely studio sponsorship.
For four weeks the aerobics studios in 30 gyms around the country become the Special K Studios, with 20 branded gym mats and wall vinyls placed in clubs like Total Fitness, Jackie Skelly’s, DCU, Westpark Fitness, TCD Sports Centre, Sportsco and University Arena Limerick.
Gym members are predominantly an ABC1, 18-35 audience, which is particularly important for brands in food and drink, health and beauty and sporting goods. Other in-gym advertised brands include Lucozade Sport, Lynx, Ballygowan and Gillette.
Kilcoole-based Visualise sells advertising in 54 gyms and health clubs in the Republic and claims to have access to about 200,000 members.