Smart advertising is more than a New Year’s resolution. Conventional thinking says every fitness center should ring in the New Year with incessant talk of weight loss resolutions. Yet when Otto teamed up with Smith Aquatic & Fitness Center (operated by Charlottesville Parks & Recreation), we wanted to create a campaign that was stronger than the new-year-new-you stereotype. Working together, we launched ‘Find Your Fit’ across social media, digital, web, radio and outdoor. Inclusive and welcoming of all shapes, sizes and ages, our budget-friendly creative did double-duty by targeting multiple demographics and reaching potential members long past January.