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Holmes Place

‘In creating our new magazine, Newsdesk caught the passion and energy of our brand perfectly. Its freshness, vibrancy and relevance all mirror our members’ lifestyles and the publication helps to underpin our brand values.’
Nick Burrows, Sales & Marketing Director, Holmes Place Health Clubs

Background

Holmes Place is one of Europe’s premium health and fitness operators, with over sixty Health Clubs. Of their UK venues, the majority are sited in London and the area within the M25 orbital. They offer members a luxury lifestyle experience with facilities ranging from state of the art gyms, pools and yoga studios, to beauty clinics and clubrooms. The young professional people who make up the majority of the membership are helped to achieve their fitness goals and encouraged to develop a healthier all round approach to life.

Requirement

We were initially required to replace an existing publication with one which would more effectively reinforce the Holmes Place brand values. Our new magazine was also given some very specific objectives. As the primary member communications vehicle, Holmes Place had to help retain and motivate members by reminding them of the full range of facilities and activities available to them in the clubs. It was also required to enhance the value of their membership by carrying exclusive reader offers - which Newsdesk had to source - and to support the in-club marketing activity. The publication was required to be largely self-funding through third party advertising.

Publication

In producing the stylish, high-energy, 76 page Holmes Place magazine, we worked closely with the client to ensure that the design and appearance of the new publication would meet the criteria for their brand guidelines. We chose ‘relevant lifestyle’ as the theme and ensured that all the content linked directly to services offered by Holmes Place. Edited by our highly experienced Group editor Claire Manuel, Holmes Place was written in an informative, upbeat style designed to motivate and inspire the club’s membership to use the club’s facilities. This was particularly important as regular attendance is the key driver in membership retention. We wanted them to feel as though they were experiencing the Holmes Place brand through reading the magazine.

Results

Feedback from members and Holmes Place staff alike has been extremely positive both from men and women. All the advertising targets were achieved and included many household names who share brand values with Holmes Place such as Nivea, The Times, Miele and many more. Reader offers were secured from Marriott, the Conran Group and Canadian Tourism The magazine is now being produced tri-annually to coincide with Holmes Place peak joining periods for new members.


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