LA fitness had secured a £30 million investment programme for its 81 clubs across the UK, including refurbishing all its Gyms, and Eye PR is helping the company manage its brand and corporate profile at a national, regional and local level.

Appointed in September 2009 Eye PR was asked to come up with a creative idea that would help create buzz in London where 20% of its clubs are based .. And to ‘warm up’ the media in the run up to its most important trading period in January.

Insight: a little know fact is that all LA fitness clubs have a swimming pool – and whether gym users use them or not, it’s a reason to choose one Club over another.

Creative idea: we commissioned 3D artists Max Hill and Joe Lowry to draw a swimming pool canvas that we could take on a roadshow to key clubs in London, and engaged the British Synchronised Swimming Team to perform one of their warm up routines as they prepare for the 2012 Olympics.

Taking over Marylebone train station; London Wall and West India Quay side supporting three of its flagship Clubs, Eye PR set up photocalls, creating marketing leaflets and helped deliver a buzz that resulted in an average 40 new business contacts per club and enquiries up over the previous month by 120%!

Coverage highlights included the London Lite; London Evening Standard;The Wharf and the Ham & High .

And corporate interviews achieved in Times, London Evening Standard and London Lite provided a ‘halo effect’

Not to mention the buzz online by creating our Flickr site where we uploaded photographs of passers by on the 3D canvas, and a site on YouTube including a viral edit of the swimming team!

YouTube - Vodcast, Daily Motion

Introducing Aquabatix Aquabatix founders, Katie Fried and Adele Carlsen have

both enjoyed a long and extensive international career in synchronised swimming.