Service: Content creation
Client: Weight Watchers
To shift Weight Watchers brand perception by establishing societal norms around weight loss.
Time Out created a series of custom content ranging from paired healthy activities (such as walking, kayaking, dancing) with regular Time Out content (such as dining and drinking) to Time Out’s pick of best butchers, bakeries and fruit shops as such. The content was pushed to the readership via print guides through Time Out Sydney and Time Out Melbourne. Email newsletters drove traffic to an exclusive digital hub.