ADPR PR Agency | Creating & Delivering Strategic Communications

Client: Fusion Lifestyle

Fusing local communities

Communicating effectively with local audiences & overcoming negative perceptions of the brand.

The Challenge

Fusion Lifestyle is a registered charity that makes sport and leisure facilities affordable and accessible to all. Fusion asked ADPR to develop a lifestyle PR campaign to help promote this message amid local backlash during the renovation of their facilities in Frome, Shepton Mallet, Strode, Tor and Wells.

Fusion logo

“As Marketing Manager for a significant number of sport and leisure facilities across the country, I have worked with many PR agencies. I can confidently say that ADPR are the best PR agency I have ever worked with. They are responsive, communicative and get the job done with minimal input required from the client! I wouldn’t hesitate to recommend them.”

Steve Lee, Fusion Lifestyle Marketing Manager

The Solution

ADPR managed a highly effective media relations campaign by creating a narrative that combated Fusion’s growing negative image as a result of delays to the building of a new leisure centre. This was achieved through the use of positive editorials focussing on a variety of angles, from rising stars emerging from the centres and hosting fun and engaging centre-specific events, to capitalising on national campaigns such as ‘This Girl Can’ and utilising relevant Awareness Days to bring Fusion Lifestyle to the fore in a positive way.

We bridged the gap between consumers, the media and Fusion by managing negative comments in the media and on social channels promptly and robustly. We maintained an open door policy with the media, keeping them up to date with the development of the new leisure centre and consistently provided responses to people’s frustrations and issues. We managed the press and social media channels in real-time, responding promptly and helpfully, helping to alleviate people’s concerns regarding the build’s delays.

The Results

Over 35 pieces of coverage achieved during the three month project, in key local media.
Excellent media relations fostered on behalf of Fusion Lifestyle, resulting in one journalist signing up as a member!
Potential negative coverage of delays were converted to neutral, balanced pieces due to regular contact with the media and carefully prepared statements and Q&As.
Audience reach in excess of 7,900,000.
Advertising Value Equivalent = £21,350.
Public Relations Value Equivalent = £53,375.
ROI = £7.43 worth of coverage achieved for every £1 spent with ADPR (743%).

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