Blackpool Council outsources leisure marketing to boost income

Blackpool Council has outsourced its leisure marketing and business development in a bid to increase its commercial focus, using strategic marketing to promote health and wellbeing to the local community.

Leisure marketing specialist, Bigwave media has won the contract to support the council in the expansion of a number of key business areas, as well as investigating future growth opportunities.

A key focus will be developing the income potential of health and fitness and the council’s learn to swim programmes, where Bigwave’s insight research has identified opportunities for a 50% growth in participants over four years.  Bigwave will also aid the council in reaching a wider audience and raising awareness of the brand generally. Community impact outcomes include contributing to Blackpool’s overall health improvement targets by working with local schools, health and wellbeing boards and other partners to reduce health inequalities and increase the proportion of people with a healthy weight.

Competition locally is fierce, with a number of well known health club chains in the area. However, Blackpool Council offers a truly broad range of indoor and outdoor activities across its three leisure sites, including more unusual activities such as a high ropes course, rock climbing, underground caving, kayaking, canoeing, raft building, orienteering and cycling.

The partnership will also include the design and implementation of intelligent, targeted marketing campaigns and promotions, and Bigwave will help to boost numbers taking advantage of the outdoor activities, which has seen the recent introduction of water sports, following the council successfully gaining its Adventurous Activities License.

Cllr Maria Kirkland, Cabinet member for Third Sector Engagement and Leisure Services at Blackpool Council said:  “The marketing of leisure services is significantly different to the marketing requirements of other council services and so it was important for us to appoint a partner with a strong track record of working with leisure providers, to ensure we balance a commercial approach with the continued drive to improve the health and wellbeing of our local residents.

“Bigwave’s forward thinking, innovative marketing approach and growing range of business areas totally nailed it for us.  Their knowledge of digital developments is second to none and they provided strong examples of partnerships with other leisure operators to demonstrate the positive impact they are already making on a day to day basis.”

Tom Gozna, Director at Bigwave media said: “We are underway already, planning innovative and targeted projects, using insights and analysis to ensure a totally bespoke solution to help Blackpool Council shape the promotion of its excellent facilities. Our hands on, detailed approach will work alongside the council’s aims, objectives and social values.”

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Editor’s notes:

Bigwave is a full service marketing agency, with in-house designers, developers and marketers creating dynamic, creative and cost effective marketing solutions. Currently working with over 200 clients, Bigwave specialises in marketing for the leisure, tourism, cultural, arts and entertainment industries on behalf of local authorities and social enterprises.

For further information contact:
Abigail Harris at Big Fish Public Relations
Tel: 07738331019

Abigail Harris About the author
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