Case Study: City of Edmonton revitalizes local leisure centres with FKA’s attraction campaign

City of Edmonton returns leisure centre attendance and revenue to 2019 levels with FKA

The City of Edmonton faced the challenge of revitalizing its local leisure centers, needing to increase attendance and generate revenue following the COVID-19 pandemic. Their goal was to differentiate these smaller, community-focused facilities from larger, more intimidating gyms and rec centers. To address this, they partnered with vendor FKA to develop an attraction campaign.

FKA's solution was a welcoming campaign that emphasized the proximity and inclusivity of the leisure centers. They used a bright, non-intimidating illustrative style and implemented an activation strategy with wet footprint decals on sidewalks. Their media approach employed geo-targeted digital and out-of-home placements near the facilities. The campaign successfully returned attendance and revenue to pre-pandemic 2019 levels and then surpassed them, also receiving international recognition in Lürzer's Archive magazine.

City of Edmonton