Tony is a great example of how grassroots efforts can be a foundation for mass media success.
Media, Meet Tony!
We successfully crossed Tony over from the fitness infomercial world to the mainstream media. Nobody knew who he was, so our first goal was to introduce him.
Grassroots to Mass
We volunteered Tony as the Race Marshal for the National Press Club’s 5K Race in DC as a way for the mainstream media and consumers to get to know him personally. Influential journalists and outlets got to experience Tony first hand with a workout and press conference. 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 into 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, just to name a few.
With our PR expertise Americans 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.