Client: Fitness First

Client’s Brief
Fitness First is the number 1 global fitness company and one of the most reputable clubs in Malaysia since establishing operations here in 2001. To heighten brand appeal and awareness for Fitness First Malaysia, Essence was given the task to develop a strategic PR angle to ride on the company’s sponsorship and promotional activities in conjunction with the latest Blockbuster movie, Spider-Man3, which was screened in May. Atop the client’s identified criteria was the use of celebrity ambassadors in conjunction with a ground-level consumer out-reach programme, with the ultimate aim of creating maximum public impact. Securing celebrities most identifiable with the brand became a key component in ensuring the programme’s success.

Business Challenge
The proliferation of Fitness Clubs in Malaysia has been escalating, with each player competing to differentiate its expertise from the other. While Fitness First enjoys an established reputation in the market for superior fitness programs and offerings, communicating its key differentiation as a market leader that instills an active lifestyle approach as a key component of healthy living is necessary. As such, a media-based platform using celebrity appeal and a popular outdoor activity was deemed necessary to further build visibility and market appeal for the brand to retain members and attract potential ones.

Essence PR Strategy 
In line with its communication’s objective, Essence conceptualized a consumer ground-level event that allowed Fitness First to excite audiences and create appreciation for those who improve their health though an active lifestyle. Leveraging on Fitness First’s sponsorship of the new blockbuster movie, Spider-Man 3, Essence developed a wall-climbing competition open to the public, using celebrities as a means of exciting audiences and creating vibrant publicity. The wall climbing competition, while espousing the value of healthy, active living, also provided effective concept synergy by linking the activity with the film, thus extending Fitness First’s sponsorship investment value and creating maximum appeal for both members and non-members alike. In addition, the celebrities’ presence at the event acted as a compelling call to action for those curious about the event, but possibly reticent to participate.

Results 
  • Fitness First was able to promote the advantages of fitness through adventure activities which extend the benefits of visiting the gym, thus reinforcing the company’s holistic approach and maintaining its strong market position.
   • The competition’s experiential approach for media members and celebrities assisted in garnering extensive photo-story media coverage featured from participants’ first-hand accounts. 
 • Essence secured substantial photo story coverage across tier 1 media publications in all three vernaculars, reflecting Fitness First’s promotion of active lifestyles and healthier living to the widest possible audience.
   • The event helped Fitness First garner an extensive data-base of potential members, while giving current members the opportunity to benefit from extended, off-site fitness activities.