When three-time Olympian Lolo Jones signed on as spokesperson for OTF’s first ever national marketing campaign, we leveraged the Rio Olympics and Lolo’s recent hip surgery to secure national coverage about the brand’s role in helping her recover and get in shape for the Summer Games. Coverage appeared in outlets such as ESPN, CBS Mornings, and Shape, among others.
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Solution
With January being the perfect time for “New Year, New You” initiatives, Fish wanted to capitalize on the timing to attract the largest share of that audience looking to improve or invest in a new fitness regime. Additionally, given the timeliness of Lolo’s involvement in the 2016 Rio Olympics, as well as the 2017 Super Bowl, which Erin was broadcasting, Fish packaged creative pitches that focused on Lolo’s use of Orangetheory to get in shape for the Olympic games and Orangetheory’s nationwide presence that makes it easy for Erin to
keep up with her fitness when she travels. -
Results
The media tours resulted in more than 30 unique, national media placements on top-tier outlets for Lolo Jones, Erin Andrews, and Orangetheory Fitness during the NYC events. Coverage included Good Morning America, CBS This Morning – Live, CBS This Morning Online, CBS News, Fox Business video, Fox Business online, NBC Sports, ESPN W, Shape, Muscle & Fitness, Glamour, Health, AOL BUILD, and Ad Age. Combined, the media coverage reached more than 100 million unique impressions.
Fish also secured countless other national consumer media placements outside of these celebrity spokespeople during its tenure with the brand. Placements include Sports Illustrated, The Wall Street Journal, Bloomberg, the TODAY show, and Fortune, among others.
