Equinox names iCrossing digital media AOR

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Fitness club chain Equinox has named iCrossing its first digital media agency of record as it seeks to extend its brand through Web-based channels.

The primary goals of the agency hire are to expand the brand's footprint on the Web and help it acquire members online.

Equinox has fitness clubs in several US cities, including New York, Boston, Chicago and Washington, DC. It uses social media platforms such as Facebook and Twitter in its marketing mix.

“As we are looking to execute our strategy, given the growth of our brands as well as looking at international exposure, it made sense to align our agency partners accordingly,” said Bryan Turpin, director of interactive marketing at Equinox. “ICrossing has a full-service offering, which includes traditional media, social media and a strong research group, so we have the ability to grow together.”

Libby Morgan, VP and managing director at iCrossing, said the agency is focusing on SEM, SEO and display advertising, and will determine what other channels to use once it gains a sense of consumer interests.

“We will look to optimize the marketing mix over time to see how we can better connect with customers,” she said, adding social media and mobile are possible areas of future interest.

ICrossing was acquired by Hearst earlier this year.

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