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Study - SPORT - FORM

LA MONTGOLFIERE – INAUGURATION

Media and influencer relations

Challenge

In October 2018, La Montgolfière, the first social sports club in Paris, opened its doors in the heart of the Canal Saint-Martin neighbourhood.

How to amplify the visibility of the new club?

Action Plan

Offer a tailored experience for each target.

Inviting key media outlets, such as Elle, L’Officiel, L’Express and Grazia, to visit the construction site ahead of the club’s opening.

On Opening Day:

  • During the day: inviting specialised journalists in sectors such as fitness, wellbeing and beauty, as well as sports influencers, to try the club’s sports classes
  • An opening party in the evening for influencers, VIPs and press in sectors such as lifestyle, decoration and architecture

Recruiting a crew of brand ambassadors, including Jaquemus, Jeanne Damas, J’aime chez tout chez toi and Orelsan.

Results

  • 3 media exclusives to be published on opening day, in outlets such as Elle and Express 10
  • Over 150 journalists, influencers and VIPs in attendance at the opening day
  • Over 100 clippings in outlets such as Sport & Style, Vogue, le Figaroscope, M Le monde and Grazia, and 120 social media posts in 3 months (Sport & Style)