Barry's Bootcamp launch
PRCO launched American fitness concept Barry’s Bootcamp in London, reinforcing its positioning as ‘The Best Workout in the World’ by highlighting the brand’s youthful, appealing image and existing celebrity endorsement in the United States.
Building on media outreach, PRCO implemented third party partnerships to directly target young, affluent Londoners seeking to improve their fitness routines. PRCO arranged consumer events with online beauty publication Get the Gloss and contemporary sportswear brand Sweaty Betty, which resulted in a Sweaty Betty guest trainer video, receiving 6,000+ views in the first six weeks.
PRCO created a female-only training event for Barry’s Bootcamp, called ‘We Own the Studio’ in partnership with Nike’s We Own the Night. Key brand spokespeople Sandy Macaskill and Anya Lahri were appointed as Nike ambassadors, and introduced as guest speakers at Little Shop of Beauty pop-up by Sheriden&Co.