The Brief

After a competitive pitch process in July 2013, Entice Communications was selected to work on the consumer PR launch of Speedflex, a new and unique high intensity group training concept.

As part of our remit we were tasked with creating awareness to support the opening of the Speedflex London centre in Lombard Street through an ongoing proactive consumer PR campaign in key media read by our target consumers.

The Plan

Since the official launch in September 2013, we have invited key media to trial Speedflex for themselves at the Lombard Street centre, as well as securing press opportunities for celebrity ambassadors Alan Shearer, Ben Shephard and Rob Lee.

To mark the official opening of their new London studio, we helped organise a Speedflexathon – 24 hours of back-to-back Speedflex sessions, which we invited key media to attend. As well as taking part in Speedflex sessions on the hour, press also had the opportunity to participate in sessions led by our celebrity ambassadors, with the opportunity to interview them after.

The Results

Since the start of our campaign, we have communicated the Speedflex concept to an average monthly audience of more than 366,611,000. Thus far, we have managed to achieve a monthly average AVE of around £286,000, with a PRV average of £859,000 for the brand.

Coverage has appeared in target media including Vogue, Mail Online, The Daily Express, Health & Fitness and Men’s Health.

We are now working with Speedflex to devise corporate initiatives and themed classes.