Tony is a great example of how grassroots efforts can be a foundation for mass media success.
Media, Meet Tony!
We were looking for a way to successfully cross Tony over from the fitness infomercial world to the mainstream media. Nobody knew who he was, or why he was special, so our first goal was to introduce him.
The outlets and journalists we contacted in DC loved Tony and his message, and as a result coverage came from: CNN, Wall Street Journal, Politico, Washington Post, Local News outlets, and more. We then parlayed this news coverage in to building his brand for a solid 6-12 months; SELF, Men’s Health, Women’s Health, People, ESPN, LA Times, NY Times, Wall Street Journal, Washington Examiner, Politico, A&E and more.
With our PR expertise American’s lost over 500,000 pounds by getting healthy and fit. With programs from Tony Horton’s “P90X, P90, 10 Minute Trainer” Beachbody was able to sell over $400 million in product.