Castle Country Club is a local gym and leisure centre based in Shrewsbury, offering the community a welcoming and accessible space to stay active. In a market where larger national chains have significant marketing budgets and brand recognition, independent leisure facilities face a real challenge when it comes to reaching new members and staying front of mind locally.
That challenge is exactly what a six month partnership with Bauer Media set out to solve.
The Brief
Castle Country Club wanted to raise awareness of the club across Shrewsbury and the surrounding area and drive new memberships. But this was not a traditional gym campaign focused on fitness results or individual transformation. The brief was rooted in something more community minded: promoting the club as an affordable, family friendly space where people could get active together, make friends and feel genuinely welcome.
The campaign needed to reflect those values authentically and reach a broad local audience at scale. Director Daryl Parry partnered with the Bauer Media team to make it happen.
The Execution
Working closely with Daryl, Bauer Media developed a campaign that went beyond a standard radio spot. The creative was built around the real character of Castle Country Club, its community atmosphere, its family friendly environment and its commitment to being accessible and affordable for local people.
Rather than leading with features or facilities, the campaign leaned into the feeling of the club. The warmth, the friendships formed and the sense that this was a place for everyone, not just serious gym goers. That tone of voice connected with listeners in a way that felt genuine rather than promotional.
The campaign ran across Hits Radio Shropshire for six months, delivering consistent local reach and keeping the club front of mind with families and individuals across the region.
The Results
The impact of the campaign was felt quickly and consistently. Daryl and the team at Castle Country Club received daily feedback from members and new enquiries who had heard the adverts on Hits Radio Shropshire, with the creative clearly resonating with local families and individuals looking for affordable leisure options in the area.
In Daryl’s own words:
“I really had no idea how powerful radio is at getting the word across. My advice to anyone is try it, you will be amazed.”
Summary
For an independent gym and leisure centre with a community at its heart, radio advertising delivered something that no other medium could match: a consistent, authentic presence in the ears of thousands of local listeners over six months. Castle Country Club’s partnership with Hits Radio Shropshire proved that with the right creative and the right team behind it, radio can be a transformative channel for local businesses looking to promote family participation, affordability and community connection.
As Daryl put it:
“In a world where the small people have to struggle against the big ones, they help massively.”
“Both Shantelle and Colin work endlessly to please you and make sure the correct information and vibe is delivered via the radio. I cannot thank them enough for being so helpful and willing to help.”
Daryl Parry, Director, The Castle Country Club
Start Your Campaign
Are you a local business looking to reach families and new customers in your area? Radio advertising puts your message in front of thousands of engaged local listeners every single day.
To find out what we can do for your business, get in touch with the Hits Radio Advertising team.