26 Sep 2019
DW Fitness First partners with 20th Century Fox for Terminator-themed fitness campaign
BY Tom Walker
DW Fitness First has teamed up with Hollywood film studio Twentieth Century Fox for its first-ever film partnership.
The fitness chain is collaborating with the studio on the launch of the new blockbuster Terminator: Dark Fate.
A set of TV ads – backed up by digital, social and in gym/store communications – have been created to encourage consumers to try out the newly created The Dark Fate Challenge at DW Fitness gyms.
The challenge has been made available at all 120 DW Fitness First gyms and includes five exclusive six-week fitness programmes, featuring themes and movements from the film. These include The Dark Fate Preparation Programme, Fat Burning Programme, Improving Fitness Programme, Improving Strength Programme and Back Together Programme.
To support The Dark Fate Challenge, DW Fitness First is introducing a new Be Back to Fit Programme to support those who are new to the gym or looking to reset their fitness routine.
The advertising campaign will roll out across SKY channels and will see Terminator: Dark Fate scenes intertwined with high-adrenaline and high-speed action DW Fitness First gym moments, emulating the fast-paced action movie.
DW Fitness First experts and brand representatives will feature at the heart of the campaign, with DW Fitness First’s own trainers and staff featuring in the adverts and across all creative. Adverts will also be seen on-screen at DW Fitness First gyms and stores nationwide.
"DW Fitness First is committed to helping everyone create positive fitness habits, and both The Dark Fate Challenge and Be Back To Fit Programmes have been designed specifically to support, motivate and excite people to get back into a positive exercise routine this Autumn and create sustainable habits that they can stick to long-term," said Sarah Coles, group head of communications at DW Fitness First.
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