How do you convince the UK public that the latest Latin dance craze is right for rainy old Blighty? By positioning it as the must-do January fitness trend, followed by an exclusive press trip, careful seeding of its charismatic founder, an intensive one-day, five-city tour and comprehensive feature generation is how.

We exploded Zumba® into the UK, positioning Virgin Active at the cutting edge of global fitness trends in the process.

With no additional marketing, PR resulted in classes across 71 clubs being increased from 2 to 6 per week.

80 pieces of coverage were secured, with 135m OTS/HH and £1.2m PR value.