LA HAÇIENDA
Client
LA HAÇIENDA
Location
Madrid
PROJECT DESCRIPTION
La Haçienda came to us at a time when the club's revenue had stalled. As with every project, we started with our brand image audit and uncovered something key: although members saw the club as a close-knit community, many didn't fully understand the concept. A gym? A restaurant? A gym with a café? If existing members weren't clear on it, it would be hard for anyone new to understand it. Once the audit was complete, we launched the new communication: a sports club with its own gastrobar. A place where you can train, enjoy a brunch or come for dinner with your partner on a Saturday, all in one space.
PROJECT OBJECTIVE
The objective was to reignite the club's growth by communicating its concept clearly, both to current members and to new audiences. By the second month of the project, we had already achieved a piece of content with +50K views, +750 direct followers and a +20% impact on MRR in the following months. Throughout the project, we kept working on different areas of the business until the club reached its business goals ahead of schedule and began the process of opening two new locations in 2027, bringing its expansion forward by a year.
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