cyclebar
CycleBar is a premium indoor cycling studio offering exciting and challenging spin classes. The company’s franchised studios are in more than 260 locations across North America.
the call
We are opening a location in Berkeley and need support for a launch PR campaign.
the solve
The CycleBar concept is unlike many other spin studios, so we didn’t want to treat this like any other exercise space opening. We look for ways to get the news out differently and approach traditional media and influencers. At the same time, CycleBar Corporate created a playbook for any agency to follow — make a list of 25 media/influencers, coordinate attendance at a VIP event, and write a press release.
Video Press release
A press release is old-school public relations. We opted to script and produce a video press release showcasing the founders of Berkley’s CycleBar and letting people see how passionate they are about indoor cycling and the company.
The Actions
The San Francisco East Bay is one of the busiest media locations in the United States. So, reaching out to 25 people wasn’t going to be enough. We contacted 85 media/influencers to let them know about the studio’s Thanksgiving Day opening, a CycleGiving event, and a VIP event.
We tailored pitches to every outlet and influencer, provided an hour of media training, and monitored all coverage.
The Results
We earned CycleBar Berkeley coverage in the East Bay Times, Diablo Magazine, 7X7, Berkleyside, The Daily Californian, and Berkley Patch. In all, approximately 6 million eyeballs read about the studio’s grand opening.
