LA Fitness

Body Of The Year

Objective/Brief

To deliver mainstream press coverage for LA fitness across news and entertainment pages, positioning the gym chain as one of the leaders in the market, ensuring that all stories generated established LA fitness as a fun and entertaining brand

The idea and Execution

Capitalising upon the media obsession with celebrity body image and timing around the Summer beach body season in August, we conducted a nationwide poll asking the public to name the famous faces they felt boasted the best body in showbiz

A long list of both male and female celebrities was compiled, ensuring that the list of names spanned various age groups, in keeping with the LA fitness commitment to appeal to varying demographics

A public survey went live over a week long period until 2,000 responses had been generated

The results were collated, with Helen Mirren winning in the female category and David Beckham in the male section – with Mirren and Elle Macpherson occupying the top two spots in the female list, we exploited this as the primary news line and issued to news and entertainment pages alongside a quote from LA fitness’ Marketing Director Tony Orme explaining how the results paid back to the LA fitness philosophy that when it comes to health and fitness, age is nothing but a number

The story was circulated widely across national and regional newspapers, talk radio stations, and magazines spanning showbiz, lifestyle and women’s weeklies

Results

The story was quickly picked upon national news wire services, including Press Association, with on the day coverage secured across tabloid and broadsheet media, including The Sun, Daily Mirror, Daily Record, Daily Express, The Daily Telegraph and the i – the majority of these took quotes from LA fitness

Off the back of these stories, we pitched features looking at Helen Mirren’s physique and how she stays in shape – this secured a full page feature the following day in the Daily Mirror, and the survey was yet again referenced in follow up stories about Helen Mirren in Daily Mail

Body of the Year also became a talking topic across broadcast, which including Capital FM’s Breakfast Show and BBC London Breakfast; a news piece additionally ran on Five News

Online coverage was generated across over 400 websites including priority sites and portals MSN, AOL, Heatworld, Daily Mail Online, Digital Spy, Female First and My Daily.

It also infiltrated style pages, with Helen Mirren cropping up on The Sunday Times Style’s weekly barometer

The survey achieved significant success internationally, owing to Mirren’s profile in the USA – CBS news covered and print outlets who covered included People magazine, USA Today, The Washington Post, The Boston Herald OK! USA, NBC Online and the Huffington Post

Such was the impact of the story that Mirren was also asked about the accolade while promoting her new movie The Debt – further US TV coverage, all attributed to LA fitness, followed on major talk show The View and again on CBS. News lines from these interviews were picked up by Daily Mail Online

The Body of the Year story rolled out throughout the month and into September, securing a consistent brand presence for LA fitness, with a combined circulation of 513,936,132 and an AVE of over £2.5 million