LawsonClarke

Background
Nautilus is a leading developer, manufacturer and marketer of health and fitness products worldwide. The company’s brands include Nautilus, Bowflex, Trimline, Schwinn and StairMaster.

Nautilus required a consumer PR campaign to support the launch of its first retail products in the UK and help drive sales in-store and on the Internet.

The Challenge
Following its initial work for Nautilus, the company asked LawsonClarke PR to manage the PR launch of its new Bowflex TreadClimber in the UK.

With a proliferation of cheap home gym products on the market, LawsonClarke’s challenge was to not only launch a product with a base retail price of £1,399 to the consumer media, but also raise overall awareness of Nautilus home gym equipment and its product quality.

The Solution
With a limited budget, LawsonClarke PR has focused on a hardworking consumer press release campaign for the health & fitness, slimming, women & men’s interest and national press.

A launch press release on the Bowflex TreadClimber was prepared to highlight the machine’s ability to achieve rapid results - ‘burns calories and fat twice as fast’, as well as its cardiovascular benefits.

To generate further summer coverage, two additional releases were developed on the Bowflex TreadClimber - for women ‘Get a Bikini Body Fast’ and for men ‘Get a Beach Ready Body’ to help extend the launch campaign. Another key part of the campaign has been to offer product testing to selective magazines and freelancers to allow journalists to test the machine over a number of weeks. Each journalist who chooses to test the product also receives a full induction from a Nautilus personal trainer giving them a one-to-one session on the TreadClimber to demonstrate all its features/benefits.

The Results
Although the launch is ongoing, LawsonClarke PR has already achieved a wide range of consumer coverage from its target media including Elle, Grazia, The Guardian, Evening Standard (twice), Health & Fitness, She, Boys Toys, Men’s Fitness and Personal Trainer for Women.