THE BRIEF
Orbit Communications was appointed to support David Lloyd throughout the planning process for its new health club at Shawfair, Midlothian, from statutory consultation through to committee approval and launch.
Having worked with Europe’s leading health and wellness group since 2020, we partnered closely with its marketing, development and communications teams to deliver a fully integrated communications programme.
Our Approach
- Developed a bespoke PR, public affairs, community engagement and marketing strategy.
- Delivered a hyper-local campaign shaped by political and community insight.
- Built support through targeted stakeholder and elected member engagement.
- Planned marketing activity including sponsorships, advertorials, recruitment campaigns and membership promotions.
- Highlighted the club’s economic and community benefits through clear messaging.
- Secured media coverage and influencer support to maximise awareness ahead of launch.
Outputs & Outcomes
- Secured planning consent for David Lloyd Edinburgh Shawfair, supporting the project from consultation through to committee approval.
- Generated significant media coverage and stakeholder backing, raising awareness of the club and its economic and community benefits.
- Delivered a coordinated pre-launch campaign that generated record levels of membership enquiries and subscriptions ahead of opening.
- Helped establish David Lloyd Edinburgh Shawfair as a valued community asset and major investment in the local economy, as well as a premium health and wellness destination.
