BOSTON The Laidlaw Group has launched a TV push for Best Fitness that seeks to position the exercise chain as a cutting-edge provider of health and wellness programs for life.
Diverse programs such as aerobics, pilates, yoga and personalized training are highlighted in a 30-second "Grand Opening" spot designed to introduce the Best Fitness brand in new markets and drive memberships. Colorful still images flash across the screen, set to a driving dance beat and a voiceover promising consumers "the best" equipment and experience.
The effort will run mainly in the metropolitan New York area through the summer on cable networks such as ESPN, HGTV, MTV, TLC and TNN.
Cindy Laidlaw, president of the Boston-based independent agency, handled creative direction, with Craig Hill and Shawn Scott teaming for copy and art direction.
Laidlaw added the six-figure account in March. The client is based in Nashua, N.H.