In March 2011, the Canada Games Centre (CGC) opened its doors to an enthusiastic Halifax. One year later, we wanted to know what the users and members of CGC were thinking how we were doing. One key finding from the 2012 User Satisfaction Survey, conducted by CRA, was that the admission price and cost of a membership were high.

Armed with the knowledge we got to work on our first marketing campaign. The Myth campaign explained how the cost of a day pass or membership was equivalent to activities they were already doing. The CGC had five membership categories – student, youth, adult, senior and family. Each audience segment had their own level of interests and needs. We knew that our prices were competitively priced (we did our homework) – those who were members already knew this. However, there were many who were comparing the CGC to other sport facilities in the area. This was not “apples to apples” as the CGC was truly unique in its offerings.

The Myth campaign used a combination of in-kind and paid media in the fall of 2012:

• Print (The Chronicle Herald, Metro, Halifax Magazine, Business Voice, Connections Magazine, Our Children)
• Dedicated web page (URL tracking)
• Radio (NewCap and Bell Media)
• Facebook ads and Facebook Page posts
• Internal Digital Signage (7 screens throughout CGC)
• Presentations to potential corporate members
• Monthly E-newsletter (distributed to non-members)
• Handouts to aquatic and recreation program participants

Effectiveness / Objectives Met:

• This fall campaign resulted in a 35% increase in membership inquiries; 60% in website visits and word of mouth feedback about how the campaign helped put things in perspective about the cost of being healthy (priceless).