AT A GLANCE

Timing // August 2022 – March 2023

Scope // 2-3 stories per month

Targets // Industry trade publications, top tier print and digital

Media Items // 64 items of coverage

Audience Impressions // 13.5 million

Highlights // The Daily Telegraph, The Courier Mail, Australian Men’s Health, Courier Mail

RETAINER AIMS

MediaCast worked with Jetts Fitness on a retained basis to build brand awareness for Jetts Fitness to potential business owners and gym-goers across Australia.

Aiming to highlight Jetts Fitness benefits to Australians across the country, particularly in areas where they don’t have a presence, MediaCast also wanted to communicate the range of training options available and encourage Aussies to get active at their local Jetts.

Key demographics for Jetts Fitness include businesses owners and individuals such as ex CEOs and finance executives, existing owners and people already in the fitness industry as well as potential members, Australians looking to lose weight and get healthy, bodybuilders, sportspeople and elite athletes.

STRATEGY

The two-three stories a month were split across activities targeting franchise sales, member recruitment, reactive opportunities and crisis communications.

Utilising Elaine Jobson, CEO and Managing Director of Jetts Australia, we pitched interview availability, editorials, and opinion editorials to targeted contacts across top tier print and digital outlets as well as trade.

We were also able to utilise Jetts Fitness club owners and personal trainers for stories, highlighting their expertise in the fitness industry to secure further coverage.

CAMPAIGNS

FLG sells Jetts Franchise

Following Fitness & Lifestyle Group (FLG) sale of the franchise division of Jetts Fitness, this campaign focussed on highlighting the management buyout (MBO) and future expansion of the business.

MediaCast secured coverage with The Australian Business Network (online) which ran across The Australian, The Daily Telegraph, The Herald Sun, The Courier Mail and The Advertiser, as well as in print in The Courier Mail, The Daily Telegraph, The Herald Sun, The NT News, The Gold Coat Bulletin, The Townsville Bulletin, The Mercury and The Cairns Post.

Across trade media we secured the likes of Health Club Management, Insider Franchise Business and Australasian Leisure Management.

Pre-season training

Ahead of local sport seasons kicking off, Jetts encouraged everyday athletes to smartly prepare for their sporting season with planned preseason training which can reduce the risk of injury.

Utilising Jetts Personal Trainer, Mark Cowie for his expertise in strength and conditioning training, MediaCast secured coverage with Australian Men's Health.

Business Franchisees

This campaign focused on franchisee Elle Atherton, the owner of three Jetts Fitness clubs in Brisbane – Gumdale, Ashgrove, and The Grange.

Our creative highlighted Elle’s struggle with breaking free of her daily routine and office job before taking the leap of faith to create a more flexible lifestyle so that she could start a family.

MediaCast secured a piece with the Courier Mail which syndicated online to the Daily Telegraph, Herald Sun, Gold Coast Bulletin, The Mercury, The Advertiser, Northern Territory News, Geelong Advertiser, The Cairns Post and Townsville Bulletin.