Peak Communicators
July 12, 2015

Fitness Town

Client Objective

Fitness Town originally came to Peak to launch its 90 Day Family Fitness Challenge. After the success of this initial campaign, Peak worked to secure further coverage for the brand in community, consumer, lifestyle and fitness media across Western Canada. Fitness Town has been a project-based client for three years now.

Campaign

  • Monitored news daily to identify any news hijacking opportunities for spokesperson comment
  • Worked with local ambassadors including Tommy Europe to secure attendance at media events and give interviews on behalf of the brand
  • Pitched some of the brand’s most innovative products, e.g. Power Plate
  • Drafted creative Christmas gift guide pitches and positioned key products as must-haves for the season
  • Brainstormed and drafted seasonal features: e.g. New Year trends and tips
  • Worked with marketing agency to generate new research for media pitching
  • Planned and managed the brand’s first Twitter Chat which trended in the first hour

Key Results

  • 162 pieces of quality coverage in local, trade and vertical media
  • 9 million impressions among key audiences
  • Key highlights include Huffington Post, Georgia Straight, News1130, Metro, 24 Hours, The Province, Vancouver Sun, Winnipeg Sun, Edmonton Sun, Surrey Leader, CBC, CityTV, Shaw TV