NEWS
News and views from the New Zealand fitness industry .
Exercise is for everybody – so we ’ re telling them !
This year , ExerciseNZ is excited to embark on its first major campaign directly targeting consumers , in which the central message is ‘ Exercise is for everybody ’.
The campaign will provide our industry with the opportunity to increase media exposure of both the benefits of exercise , and the importance of getting the right exercise advice from the right people .
The campaign will comprise three different elements , all supporting the central theme of being more active , as well as the ‘ who from ’ and ‘ how to ’ aspects .
Part 1 . Exercise is for everybody
We will use social media to promote a series of videos of Kiwis from varying demographics ( age , ethnicity , body type , gender etc ) that explore an individual ’ s journey into exercise and why they do it . The idea is to not focus on how ‘ successful ’ a person is with their exercise , but rather to explore the real journey that they went on to get where they are today . Recognising that different demographics often have different drivers for exercise , these journeys are designed to be relatable to different groups of people , and using targeted advertising ( especially around age ), we can share key messages with the right audience . We plan to launch this in the next month or so .
Part 2 . GetNZ Active
This marketing campaign will directly offer trial size ‘ samplers ’ of various activities to consumers , at either no or low cost . We will build a database of ‘ products ’ that people can choose from and purchase vouchers for . The ‘ products ’ will be wide ranging , and cover the diversity of the exercise industry , e . g . a yoga class , a half-hour PT session , a 10-day gym pass , a free open day , a boot camp workout . We are collecting information on the products on offer now , and will soon confirm when the campaign will run .
Part 3 . Use a registered exercise professional
We will use both social media and online search to promote the benefits of using a registered exercise professional , and to educate the public about how to find one . While a simple message , it ’ s a cornerstone of the first two campaigns , and will be a common thread in all ExerciseNZ promotions to the public . This campaign has started already , and will run right through 2017 .
With the New Zealand Register of Exercise Professionals ( REPs ) recently hitting almost 3,000 registered exercise professionals , this is a perfect time to promote both the broad benefits of exercise , as well as the benefits of using a registered exercise professional in New Zealand .
At ExerciseNZ we are really excited about the new opportunities the consumer promotion will provide , and look forward to doing our part to both support and grow the industry in 2017 .
Richard Beddie CEO , ExerciseNZ info @ exercisenz . org . nz
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