Midlothian Council


Midlothian District Council approached us to launch and market their leisure centre’s under one brand identity with the specific aim of introducing a direct debit scheme. Users would be encouraged to ‘join up’ therefore guaranteeing a constant level of income for the council’s leisure division. Each centre was accustomed to operating on an autonomous basis so previous marketing was both costly and fragmented.


Following much thought and consultation with the client the brand ‘Tonezone’ was born. After presenting several effective creative options, a new identity was soon established. We then had to tell the public about the product through a strategic marketing campaign. Press and a range of outdoor advertising combined with some clever PR and direct mail were utilised for the launch. The creative message stated that for a fixed monthly fee you could have unlimited access to all fitness centres and swimming pools within ‘Tonezone’. Unlimted access was the “differentiator” of 'Tonezone's’ offering to traditional health clubs.


The Midlothian Council budget was limited and it was essential that we delivered immediate and tangible results. The enquiry levels and conversion rates soared not only in the short term but also over a prolonged period. The successful launch of 'Tonezone' and subsequent level of direct debits sold, provides an example of how Marketing Concepts can have a direct and measurable influence on a client’s success.

“The re-branding has proved successful in generating awareness of the facilities at our centres leading to a significant increase in membership uptake. I am happy to confirm that Marketing Concepts are highly professional and that all work undertaken was of a creatively high quality, delivered on time and on budget”

Sally Clark, Business Manager