earned media placements by opening
exclusive feature stories
earned media impressions
In late 2017, Fitler Club wanted to introduce a unique members-only lifestyle club to Center City Philadelphia – with just a raw space and a few renderings. Through a VIP media event and robust media relations program, Fitler Club made its debut, and made quite a splash, too.
Fitler Club is selective in its recruitment and our public relations strategy reflected an equally targeted approach, releasing details about Fitler Club over a 12-month period. In addition, a limited social presence was built, focusing on curated photography that spoke to the atmosphere and vibe of the Club.
To announce the project, a VIP event was held at the raw space, which included a guided tour, food and drinks inspired by the future Fitler Club menu, and exclusive interviews with executives and investors. For the next few months, news about specific aspects of the Club were rolled out, including health and wellness offerings, wedding and event space details, an additional co-working space located adjacent to Fitler Club, as well as an exclusive look at the hotel rooms. Speaking and networking opportunities for the Club’s executive team were also secured with organizations such as Philly Tech Week, the Greater Philadelphia Chamber of Commerce, and the Center City Proprietors Association.
This approach resulted in 65 strong media placements in key regional publications such as Philadelphia Inquirer, Philadelphia Magazine, Be Well Philly, Curbed Philly, Philadelphia Style, Metro Philadelphia, Eater, Philly Voice, and KYW Newsradio – with 97 percent of opening event coverage including a visual element of the space.
The phased announcement strategy allowed for more comprehensive, in-depth coverage of every aspect of the Club in publications targeted specifically for that subject matter. A large Philadelphia Magazine feature story produced 500 new potential members over a three-week period. Outreach to Be Well Philly resulted in two articles about the Club’s health and wellness offerings, and about Health and Wellness Director Jayel Lewis.