Michelle Bridges' 12 Week Body Transformation

Objective

Double Edge PR implemented a campaign to support Round 2 of Michelle Bridges’ Online program, the 12 Week Body Transformation. The PR activity was designed to create stronger brand awareness for the program and increase registrations for Round 2 via the website.
 

Strategy

• Double Edge adopted a media relations strategy as the key component of the campaign, utilising radio, TV, print and online media to communicate with the broad, predominantly female audience.
• Double Edge worked with Michelle Bridges’ team to generate newsworthy media angles. These focused on two key areas; Round 1 Wrap Up Activity and Round 2 Launch Activity.
• Our team reviewed a diverse range of Round 1 case studies and pitched their success stories to local, state and national media. We also prepared a media alert detailing the Round 1 Finale activity, which included a ‘wrap-up party’ and huge group outdoor training session.
• A media release was disseminated to national media. Double Edge also prepared a raft of media pitches inviting media to talk to Michelle Bridges about the 12WBT and liaised extensively with media to secure news stories, features and interviews.
• Key media personalities were targeted and approached to participate in the program. They were offered regular ‘catch-ups’ with Michelle, and personalised training programs.
• Julie Bishop joined Michelle Bridges at Centennial Park for a media call, which promoted the 12WBT and the pair’s shared passion for fitness. Double Edge disseminated a media alert, handled media requests and managed the press call on the day.

Results

Coverage was secured across a broad range of media throughout the two month campaign. Mix 106.5FM Breakfast Host Carmela agreed to participate in the program and regularly shared her experiences on air with her listeners. Key stories ran in the The Sunday Telegraph and 9 to 5 magazine, and a range of radio interviews ran across the country, from Townsville and Bunbury to Port Lincoln and Hobart.