The Challenge
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.
The 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.
The Execution
Campaign activity was executed through dedicated media
pushes, including announcing the franchise sale, facilitating expert commentary
around pre-season training, and pitching franchisee profiles. Each campaign
involved targeted outreach, interview coordination and refining angles to
strengthen media interest and uptake.
The Outcome
The campaign generated strong media coverage across
national, metro, regional and trade outlets, including syndicated reach across
major News Corp mastheads through The Australian Business Network.
Franchise sale and business-focused stories achieved broad
distribution across both consumer and industry media, while targeted campaigns
such as pre-season training secured placement in health and fitness
publications.
Overall, the campaign strengthened Jetts’ visibility across
key business, fitness and franchise audiences, reinforcing brand credibility
through consistent spokesperson-led storytelling.