Equinox was looking to develop and execute a unique brand experience with a goal to drive attention to its first Vancouver club. The brand had three distinct audiences it was trying to reach which included CEOs leading a high performance lifestyle, the city’s active LGBTQ community and society/social influencers. Leveraging Equinox’s brand mantra “commit to something,” we conceptualized a mystery fitness tour in which 12 influential press and influencers, were invited to “commit to the unknown.” Guests were picked up by branded helicopters and flown to the top of Sea to Sky Gondola, where they were taken through a rooftop ViPR class, cool down stretch and meditation, and mountain top lunch before boarding helicopters for their return flight. On the eve of the club’s opening, we curated an evening hosted by Equinox CEO Harvey Spevak, where 25 of the city’s top CEOS and leaders in high performance living were invited to an intimate long-table dinner, inside the club. A local chef and sommelier paired each course in line with Equinox’s four nutritional pillars.
The entire campaign resulted in 250 organic posts from start to finish with an estimated social reach of 4.7M across multiple platforms, with a concentrated audience in the local market. The campaign also garnered more than 80 traditional media coverage impressions for a total estimated reach of 19.1M and recently won “Best Influencer Marketing Campaign” at Business in Vancouver’s 2017 PR & Marketing Awards.