The Assignment: To help reposition exhale as the ultimate voice in the mind-body experience, we needed to set our brand apart from the growing competition—to bridge a connection between people experiencing their studios and the exhale philosophy of achieving results. But how?
Our Approach: Instead of overwhelming current and potential members with realistic imagery and messages, we wanted to inspire them by taking a slightly more motivational approach.
The “mantra-like” headlines—with their ever-so-slight wink toward wit—conveyed the idea that our thoughts can unlock the mysteries of the body. These messages combined with ethereal images reinforced the belief that what we tell ourselves can instill inner strength to help transform our physical state and well-being.
The Results: After careful placement of communications in exhale studios and magazine ads, our campaign resulted in: • Maintaining the leadership position in the mind-body fitness spa category • Expansion of new locations in 2013 and 2014, bringing the total number of exhale studios to 24