Zumba is huge, and is only getting bigger. In the US, Zumba Fitness, had been raising funds for breast cancer prevention over the past three years, we were asked to promote their Party in Pink initiative in the UK. Michelle Heaton, having had her own experience with breast cancer fears, was chosen to front a series of Zumbathons to coincide with Breast Cancer Awareness Month in October.
ON helped develop the story to ensure it would appeal to a variety of media, using research to look at the UK’s dancing habits. We filmed two videos, one a behind the scenes look at a photoshoot promoting the event another providing a glimpse at Michelle’s first money-raising Zumbathon. Our team launched the activity with a broadcast day spanning TV and radio interviews and pitched the video editorially to onlines. Throughout October, our team followed the Zumbathons around the UK pitching into local media setting up TV, radio and online features.
The first broadcast day kicked off with an appearance on Sky News Sunrise with Eamonn Holmes and thirty top tier radio interviews. The first online video hit 20 sites, including Hello Magazine, Digital Spy, Daily Mirror, Daily Star, OK!, Best, Daily Record and Manchester Evening News. For the following launch, we continued to sell-in and receive further interview requests for Michelle on ITV 1’s Loose Women, BBC Look North, ITV Granada and The Alan Titchmarsh Show.