Bodypower Expo

Consumer Health and Fitness Event PR and Marketing

Bodypower is Europe’s largest consumer health and fitness expo, taking place at Birmingham’s NEC each year. It inspires and motivates more than a quarter million health and fitness enthusiasts for three relentless days of sports, fitness, athletes, nutrition and education.

The brief

To provide a complete event marketing and PR service for online and offline press in the run up to Bodypower, working with exhibitors, athletes and celebrities to create  media coverage, carry out influencer marketing and increase ticket sales.

The solution

Dakota Digital’s PR team and health and fitness channel experts devised a three month campaign, focusing primarily on editorial coverage, influencer outreach and media relationship management. We produced a series of press releases in the lead up to the show and distributed to carefully selected, highly targeted media recipients within pre-identified segments of the press. Media invitation and influencer outreach was rolled out during the run up to the three day exhibition, with interviews also scheduled for attending celebrities.

Dakota Digital also provided onsite PR support at the event for the duration of the three days, running the press room and liaising with organisers and invited media to maximise exposure and column inches. All coverage was measured with a transparent reporting system and press clippings solution, with results closely monitored to consistently refine campaign strategy, channel selection and influencer outreach.

consumer fitness marketing case study
Fitness expo PR and marketing case study

The outcome

  • A record year for ticket sales with 80,000 visitors over three days
  • Athletes and brands including Hulk Hogan, Steve Cook, Phil Heath,  Calum Best, Brian Shaw, Ronnie Coleman and Jay Cutler
  • An editorial reach of 166.7 million people across a three month  campaign
  • An average advertising equivalent value of $1.5 million
  • Men’s Fitness
  • British Weightlifting
  • WIRED
  • DailyStar
  • Mailon Sunday
  • DailyMail Online
  • DailyMail
  • PersonalTrainer Magazine
  • Exercise Professionals

Brands we work with

From raw startups to gigantic blue-chips, we’ve had the opportunity to work with a broad range of new and upcoming brands as well as some very popular household favourites.

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