// CAMPAIGN REACH OF 17 MILLION CUSTOMERS
// OVER 200 ITEMS OF COVERAGE
// FOUR TIMES ROI
OBJECTIVE
Promote the Fitness Industry Association’s (FIA) annual recruitment drive, Commit To Get Fit, in the consumer press to increase participation and ultimately generate footfall for FIA members.
SOLUTION
A highly proactive media relations programme was implemented alongside an educational campaign for participating clubs to enable them to generate media exposure on a local level. The celebrities supporting the campaign were utilised to gain exposure for the promotional event in the national consumer press, alongside diary date and launch releases, and competitions to win gym memberships. A PR briefing pack was also compiled for participating clubs, which provided templates for releases, competitions and promotions that could be easily tailored to suit their needs, and ensure that positive regional coverage was also achieved for the national campaign.
RESULTS
More than 200 pieces of coverage appeared in the media during the Commit To Get Fit promotional period, including consumer magazines, national newspapers, consumer websites and regional print and broadcast media. The EAV was over £97,000, creating a ROI of four times the FIA’s investment and reaching more than 17 million consumers.