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AI Powered Fitness Studio Launches with Buzz

Media Relations and Social Media

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Opportunity

New fitness concept Lumin, which markets itself as the World’s Smartest Fitness Studio, tasked BizCom with creating a campaign to generate awareness of the brand, reach potential franchise prospects and promote the opening of its first AI-powered studio.

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Insight

Lumin’s technology is truly unique and state-of-the-art in comparison to its competitors, and its emphasis on AI technology could not be more timely given trending media discussions revolving around that topic. With the right positioning, Lumin stood out for how unique it actually is, setting the stage for how it will be viewed throughout its continued growth.

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Approach

With a focus on building awareness among the target audiences, a variety of strategic approaches throughout the campaign were used, including:

  • Research-driven message development
  • Consistent, traditional media relations
  • Digital media advisory
  • Event support
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Results

By the end of the 90 day project, all of the program’s pre-set objectives were surpassed:

  • Secured 13 earned, feature media placements in DFW media (+333% vs. original objective)
  • Secured 11 earned, feature media placements in fitness industry trade media (+450% vs. original objective)
  • Secured 7 earned, franchise trade media placements in franchise trade media (+133% vs. original objective)
  • Secured 3 long-lead tier 1, national media placements with outlets including MIT Technology Review, Business Insider, BBC News, and Well + Good (+300% vs. original objective)

Publicity efforts garnered more than 175MM estimated impressions over the course of the 90 days, with all publicity secured featuring elements of the key messaging.

Other highlights included:

  • Numerous quality franchise leads generated, leading to two multi-unit deals signed within 6 months of the brand launch promising development of at least 20 future franchise locations.
  • Significant demand for accelerated brand expansion beyond franchising, serving as a catalyst for the development of new product and licensing revenue streams for the brand.
  • Lumin continues to implement the social media strategy provided by BizCom, which has effectively grown the brand from zero followers before the launch to thousands of followers across multiple platforms today.
  • 2024 PRNEWS Platinum Awards Honorable Mention in the Media Relations Campaign category