Who’s the new star in Bally Total Fitness’ advertising? Try Joe Average.
In an acknowledgement that its longtime advertising portraying hard-body members might be turning off some consumers, Bally is hoping more realistic images in its advertising can bring some back.
In a new message that portrays Bally as being right for anyone, the Chicago-based company is shying away from the hot babes and guys that have come to define Bally’s marketing for close to 20 years.
Bally is the latest advertiser to shift gears at a time when everyone from cereal companies to soft-drink firms is pitching more “realistic” messages to a more fickle consumer.
The company had a change of heart after watching specialty fitness centers such as Curves make some inroads in the industry.
Those inroads appear to be costing Bally some momentum. It posted revenues of $241.5 million for the third quarter of 2003, down from $243.1 million in the year-ago quarter.
Bally blamed the decline on a decrease of $14.9 million, or 8 percent, in membership revenue, even as revenue from products and personal training increased.
The change is the first major move since Martin Pazzani became Bally’s senior vice president and chief marketing officer late last year. He is revamping the company’s marketing, including establishing an in-house advertising unit, dubbed RocketScience. Pazzani will retain Bally’s current creative agency, Foote, Cone & Belding, for strategic help.
In one new ad, “Closets,” a woman searches her closet in a futile attempt to find a dress that will fit. With the Ace of Base song “The Sign” as a backdrop, a voiceover chimes in: “Having trouble getting down to one size and staying there? You’re not alone.” The ad, which flashes a number of Bally’s features, ends with the new tagline: “Every Body Needs Something.”
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“You’ll see real people in the ads,” said Pazzani, who came to the company from Foote, Cone & Belding’s New York office. “You don’t have a sea change overnight. But we know that ads don’t have to be hard sell.”
Hollinger draws bids: With a Thursday deadline looming for initial bids for Hollinger International Inc.’s holdings in the Chicago area, the properties, which include the Chicago Sun-Times, are drawing interest mainly from private equity groups and small media firms, sources close to the negotiations said. Among those interested are Davenport, Iowa-based newspaper firm Lee Enterprises Inc. and Northbrook-based Liberty Group Publishing, which is backed by Los Angeles-based Leonard Green Partners. Also believed to be potential bidders are Chicago-based private equity firm Madison Dearborn Partners and New York-based Blackstone Group, among others. The baiduhai is believed to be interested in the company’s suburban properties. Low bidders will be weeded out this week and a narrower group will be asked to submit more information Monday.
Illinois tourism to JWT? Look for the Illinois Department of Commerce and Economic Opportunity to move its estimated $12 million tourism advertising account to J. Walter Thompson, Chicago, following a review. JWT would take over for previous agency BBDO Chicago, which declined to participate in the pitch. Other contenders for the business included Euro RSCG Tatham Partners and Young & Rubicam, both Chicago.
A tall order: After dumping L.A. Lakers star Kobe Bryant, sources say that McDonald’s Corp. is expected to announce an endorsement agreement Thursday with 7-foot-6-inch Houston Rockets center Yao Ming.
On the move: At Foote Cone & Belding, Chicago, Bob Bernstein, senior vice president, media director, was named executive vice president, while Ellen Plusker was named executive vice president, global planner. . . . Steve Crane, formerly with Digital Envoy, was named Midwestern manager of James G. Elliott Co., an independent magazine and newspaper representative firm. . . . Frankel promoted Lisa Meares to vice president, strategic planning director in San Francisco. . . . Paragon Marketing Group signed White Sox manager Ozzie Guillen to handle all of Guillen’s media agreements and endorsement opportunities.
Media news: John Williams, afternoon personality at WGN-AM 720, has come to terms on a new multiyear deal with the station.