The winning PR campaign for New You Boot Camp led by Sunny Bird.
THE BRIEF
New You Boot Camp was launched in 2007 by our very own Founder, Sunny Bird, after noticing a gap in the market for a military inspired weight loss boot camp.
THE CHALLENGE
Position the weight loss and fitness boot camp in a unique way to make it stand out from other fitness retreats on the market.
THE SOLUTION
To help stand out from other weight loss and fitness retreats on the market the PR team positioned New You Boot Camp as the first retreat where you could, 'drop a dress size in a week'.
The strategy to build the profile of New You Boot Camp within the media was to reach out to celebrities and journalists offering them the chance to review the boot camp experience and take the challenge of dropping a dress size in a week.
National newspapers, weekend supplements, women’s weeklies and fitness publications were all targeted and offered the opportunity to write a review in the form of a daily diary, highlighting the highs and lows of an extreme boot camp week. With celebrities, the PR team made sure to approach those who were high profile and had been featured in the press with weight or fitness-related issues.
As well as celebrities and journalists, the team also focussed on securing strong, real-life case studies that had been to the boot camp. The powerful ‘life changing’ stories combined with before and after weight loss imagery ensured compelling features were secured within the female press.
THE OUTCOME
The approach was incredibly successful with over 150 pieces of coverage in year one alone. Coverage included titles such as LK Today, The Daily Mail, The Sun, The Mirror, The Telegraph, The Times, The Observer, The Metro, Vogue, Elle, The Sunday Time Travel Magazine, Cosmopolitan, Grazia, Tatler, Zest, Closer, Now, Fabulous Magazine and OK! Magazine amongst others.
When Sunny launched New You Boot Camp she had only planned to run 12 week long boot camps in the first year but thanks to the resounding success of the launch campaign, New You Boot Camp had filled up the first 10 boot camps in just two weeks. With the high profile PR campaigns that followed, New You Boot Camp ran an astonishing 50 week-long boot camps in their first year. New You Boot Camp was being recognised worldwide by clients and press alike, key titles awarded New You Boot Camp with many awards including ‘Europe’s leading weight loss and fitness boot camp’.
Due to the success of New You Boot Camp’s PR, Sunny landed her first publishing deal with leading book publisher Collins & Brown.
