FERNWOOD Women’s Health Clubs is celebrating winning the 2003 Media Campaign of the Year award by the Franchise Council of Australia.
The award was won for its outdoor campaign, “No Toms, no Harrys and no Dicks” which generated discussion on talkback radio, evening TV, current affairs and newspapers. The campaign plays on the saying “Any Tom, Dick or Harry”.
According to Fernwood founder, Di Williams, the campaign was valued at $700,000 and the media coverage generated an estimated $200,000 of extra exposure.
“It has certainly grabbed attention for this niche product—for women–only gyms,” Williams said.
“The campaign has been recognised for its cheeky and irreverent approach to advertising. It’s been extraordinarily effective with a dramatic increase in membership at Fernwood clubs supporting the growing number of franchises around the country,” Williams said.
The campaign featured a girl gesturing towards passing freeway traffic and was conceived by Melbourne-based advertising agency, Hayes, Berry, Tehan. Cody Premium Outdoor convinced Williams to advertise and then later, to enter the awards.
“Recent recognition for the media campaign and our new magazine tell us that our marketing is on the right track. We are providing excellent support for our franchisees as we build the brand and position our product,” Williams said.
