LA fitness had been in negotiations with BBC judge, singer, songwriter Alesha Dixon for some time, and with a 3-week notice (and the ink barely dry on the contract), Eye PR had to arrange photographs, selected media interviews on her first day with the group. Balancing LA fitness corporate needs of the announcement with a health and fitness angle, Eye PR secured two exclusive feature interviews. The first with Sun Woman – Fit Club. Working with close friend Nicki Waterman – the Sun’s fitness expert, we developed a series of exercises with the theme – How to Get Alesha’s Legs in time for Christmas. The second interview we placed was with the London Evening Standard which published the 2 nd week it went into free circulation – prime target given LA’s dominance in London. We also secured Sky News and Entertainment News (Radio celebrity syndication) on the day as additional time was freed up. The story? Alesha moves from the Ballroom and into the Boardroom: LA fitness new brand ambassador unveiled in a unique celebrity deal that makes her part shareholder. We directed the photoshoot to ensure we had the right shots for each story, and compiled key soundbites that we could use after the event to secure as much publicity as possible. Alesha signs new deal...

Coverage highlights included a 1.5 page spread in The Sun, with a link to LA fitness website Two pieces in London Evening Standard – a business led story, and inclusion in the front half of the paper as a Showbiz story and City Am covered it. Sky was syndicated across the web; Entertainment News was broadcast across 130+ commercial radio channels We secured online broadcast across Hello! Ok! Daily Mail, Mirror, and secured local coverage at some of LA’s key regional clubs, as well as corporate stories within Yorkshire and Doncaster – LA’s headquarters. It was also the lead story across all trade press the 1 st week December when the story broke. Result Highlights