Going into 2006, Bally Total Fitness wanted to emphasize its unique offering of fitness and nutrition information and drive traffic to ballynutrition.com, says Matt Messinger, AVP of media development and communications. Bally called on MWW Group, with whom it's worked for 15 years, to help create an e-book with nutrition and fitness advice for both members and non-members.
Joe Cohen, VP at MWW Group, said the team wanted to garner as quick a response as possible from the e-book launch, so broadcast played heavily into the initial media outreach. "Broadcast is the fastest, most powerful way to reach that large audience," adds Carreen Winters, SVP at MWW Group. "We wanted to get the word out quickly." Another concern was targeting the right demographic: an audience of on-the-go women concerned with diet and fitness.
MWW Group created an SMT about the e-book featuring its author, company spokeswoman and fitness expert Nikki Kimbrough, and pitched it to morning shows nationwide. It also conducted interviews for radio and long-lead print publications.
In addition to garnering coverage on Today, the e-book got broadcast coverage in such markets as Miami, Philadelphia, Detroit, Dallas, and Houston. "We've had some really good traffic to the Web site," adds Messinger. Indeed, since the launch of the e-book, 19,000 people have visited the ballynutrition.com site, and about 8,000 have downloaded the e-book. "[The results] vastly exceeded our expectations," says Cohen.
The PR team continues to pitch the e-book to long-lead magazines. Cohen says the e-book will be one of the anchors of the company's PR effort for 2006.
PR team: Bally Total Fitness (Chicago) and MWW Group (East Rutherford, NJ)
Campaign: Bally Total Health e-book launch
Duration: February 28, 2006- ongoing
Budget: More than $75,000