The Los Angeles Athletic Club Marketing Campaign

The Los Angeles Athletic Club, founded in 1880, adopted the motto “Health, Recreation, Grace and Vigor,” which is realized by providing members access to four floors of athletic facilities, including group exercise classes, personal training, indoor pool, and sports courts, as well as benefits which include a climate-controlled walnut wine cellar, a sports bar, restaurant, main bar, snack bar and rooftop with a 360 view of Downtown Los Angeles. The overall marketing campaign used the concept of the athletics of the club available to members, as well as the many amenities offered by the club, with a modern-day wink and nod a la the double entendre. In this way, iterations of the campaign could be spun off into postcards, brochures and a variety of print material. In “Take a Shot,” the basketball player is imagined shooting hoops and shooting shots (of wheat grass of course,) while in “Pool,” a member can enjoy both a back stroke and a back swing.