Health & Fitness Case Study: Les Mills Live
Our Health & Fitness PR client, Les Mills, wanted a helping hand boosting ticket sales and
securing priceless press coverage for the brand’s Les Mills Live event in London.
This is how we exceeded expectations.
Smoking Gun’s media professionals were given specific objectives from the client,
on which campaign success would be judged.
- Help drive ticket sales by placing pre-event pieces of national/regional print or online media coverage
- Work with a fitness influencer to help raise awareness of the event amongst followers to drive ticket sales, and work with them to secure positive coverage of attendance of the event
- Ensuring good attendance numbers at the event from credible, high profile editorial outlets, with pieces to run after Les Mills Live to convey the success of the event
Strategy & Plan
We began by drafting a launch press release, along with suitable listing copy for use by what’s on
and diary publications, positioning Les Mills Live as a fitness festival. These were issued to national
and relevant regional news journalists, alongside specialists in the health, fitness, and lifestyle sectors.
In doing so, we extended an invitation for select media professionals to attend the event.
Journalists were also given the option to interview fitness experts on the day, including Steve Tansey,
Head of Research and Development at Les Mills and CEO Phillip Mills via the telephone.
Smoking Gun identified fitness influencer Emily Sheldon, who we liaised with to score a pre-event
blog post, her attendance at the event, and an audience Q&A on all things fitness and Les Mills.
Measurement & Evaluation
Our success was judged on how we met the individual objectives as set by the client before the campaign began.
Our results more-than met Les Mills’ goals. From this campaign we earned:
- Stand-out national ‘gold title’ media coverage, including Women’s Health, The Sunday Times, The Sunday Times Style magazine, S Magazine, Metro, BBC Radio 4, the i, BESTFIT, Sunday Express, The Sun, OK Magazine
- 66% of web coverage included direct links to the Les Mills Live website
- Overall, we reached an audience of 2,142,197, not including social media output
- Emily Sheldon alone provided us with access to 30,900 Twitter followers via 20 posts, and 78,600 Instagram followers through 8 posts.