• by Les Luchter , September 11, 2024

Is The Well, with five locations in New York, Connecticut, Florida and Central America, a health club? A fitness center? Or something else entirely?

“The Well is not just a gym, a yoga studio, a spa, a restaurant or retail space,” Co-Founder/Chief Creative Officer Kane Sarhan tells Marketing Daily. “We are your one-stop-shop for wellness, and offer something for everyone.”

To get that point across, The Well has launched its first major brand campaign and largest marketing effort to date as it marks its fifth anniversary this month.

Called “Center Your Wellness,” the campaign’s ads, running largely in paid digital, feature five paired images under such phrases as “Self Love,” “Work/Life Balance,” “Put Presence Over Presents,” “Couples Therapy” and “Keep Cool Under Pressure.” Out-of-home is also part of the marketing mix.

In “Couples Therapy,” an image of a duo holding hands is shown on the left with the word “couple,” while an image on the left, under “therapy,” shows that they’re hooked up to an I.V. infusion.

Another ad shows a keyboard on the left, with the text “Work/Life,” paired with a woman doing yoga on the right and the text, “balance.”

“Each image shows a different modality offered at The Well New York,” Sarhan explains. “In the past, we've highlighted our beautifully designed spaces and our wide variety of classes and services. “This new campaign, however, brings visual storytelling to life as we show how our members make the most of their membership, and encourage prospective members to imagine a life centered around wellness.”

The campaign “is designed to encourage busy urbanites to rethink what a life centered around wellness could look like,” Sarhan explains, speaking “to those in high-stress professions and to people who are generally go, go, go. In a city that doesn't miss a beat, we are showing people there is always space in the day for wellness.”

Further, “we find digital advertising to be invaluable in the way it garners brand awareness in our key markets,” Sarhan says. “Results will be measured through metrics such as engagement rates, membership sign-ups, social media interactions, and overall brand awareness.”

The campaign was created in partnership with Stay Studio, with photography by Daniel Seung Lee.