PARSIPPANY, NJ: Town Sports International, operator of New York, Boston, Washington, and Philadelphia Sports Clubs, has hired Coyne Public Relations as its AOR.
Coyne PR is responsible for positioning TSI, which operates 159 fitness clubs in the Northeast and mid-Atlantic regions, as a key resource on subjects such as exercise, health, fitness, and lifestyle. Account work will include traditional and social media activities. TSI's clubs serve approximately 510,000 members.
"When we were looking for a partner agency, Coyne PR stood out because of the similarities with our organization," said Lisa Hufcut, director of PR at TSI. "They are innovative, creative, dedicated, and strive to provide the best possible service to clients. These qualities make them a good fit for our company and we look forward to great things in the future with them."
Hufcut would not comment on budget or if an RFP had been issued.Coyne PR most recently led a campaign tied to the Royal Wedding for TSI, which had launched a "Royal Wedding Dance Workout." The workout involved lessons on wedding dances ranging from disco and swing to the British waltz, quickstep, and the Agadoo Britain's version of the Macarena.
Another program supported by Coyne PR that is currently underway focuses on the debut of a special lifetime discounted workout rate of $20/month for teachers. The promotion was kicked off through the "Simon Says Workout," targeting educators and students.
Lisa Wolleon, a VP at Coyne PR and lead on the TSI account, said the agency's work will be motivated by TSI's mission, which is to help others improve their lives through exercise.
"Our goal is to not only elevate the presence of the TSI brands in the media, but to ensure those of every fitness level are aware of what sets our clubs apart from the others from its innovative fitness programs to well-trained staff to top quality facilities," she explained.