Project: Children’s gym launch
Client: Freedom Leisure
Date: 2006
Task: To launch the first purpose built children’s gym in Sussex.
Implementation: We invited BBC’s Inside Out presenter, Kaddy Lee-Preston to bring a celebrity angle to the day. Local media, press and broadcast, attended. We organised photo stories with the children and used the topical childhood obesity issue in the UK to add an extra angle to the story.
Results: TV broadcast coverage on BBC South East and Meridian News, regional press and a major feature in the Daily Telegraph.
Freedom Leisure is a not-for-profit leisure trust operating 19 leisure centres across Kent and Sussex.
Tackling childhood obesity is a key objective for Freedom Leisure and, with this in mind, they opened the first purpose built children’s gym and bowling facility in Sussex at the Hailsham Leisure Centre. KBC was asked to undertake the launch.
We understood straight away that we would need a celebrity angle to the story, so we brought in Kaddy Lee-Preston, presenter of the BBC’s Inside Out, and BBC weather girl to front the launch. We invited local media, including BBC South East and Meridian News to attend the day. We even attracted attention from a German film crew, interested in the UK’s approach to the obesity issue, so we made all their arrangements to attend the day. We organised photo shoots, and interviews and photo stories with many of the youngsters attending, being sure to cover off all the necessary permissions required when dealing with young people in the media.
Our press release and launch work resulted in excellent TV broadcast coverage, great regional press, and a major feature in the Daily Telegraph.