Health and Fitness PR Strategy Secures Creative Denver Media Coverage
Solidifies Iconic Event For National Yoga Powerhouse
CSG executed a strategic fitness public relations campaign, including strong media connections, influencer ingenuity, and grassroots outreach, to launch CorePower Yoga’s “Yoga on the Rocks” series and elevate it to a summer bucket-list event in Denver.
90 media hits
20 million+ total impressions
4 local media personality emcees secured
4 sold-out events
Solving for CorePower’s Why
In 2013, CorePower Yoga, the Denver-based national yoga brand, launched its annual Yoga on the Rocks series of four yoga classes on Saturday mornings at the iconic Red Rocks Amphitheatre. In pursuit of a PR strategy partner to activate the event, CorePower evaluated health and wellness PR firms to publicize the series among Denver metro area yogis — experienced and novices alike — and active influencers of all kinds in Colorado.
Ultimately, CorePower tapped Communications Strategy Group’s (CSG®) fitness PR expertise for several years to achieve its goals of selling out event attendance, positioning Yoga on the Rocks as a premier, must-do event in Denver and promoting its brand ethos of yoga inclusivity. As an experienced health and fitness PR agency, we developed a multifaceted campaign for the inaugural year that focused on hyper-local traditional media relations, grassroots outreach and influencer connections to help drive pre-event ticket sales and solidify CorePower as a brand committed to making yoga accessible to everyone and encouraging all levels of yogis to attend Yoga on the Rocks.
Securing Local Media Coverage as Unique as the Event
Yoga is an incredibly visual story — and is magnified when paired with the sweeping views and iconic formations of Red Rocks Amphitheatre and thousands of diverse yogis practicing in unison at sunrise. That’s why CSG leveraged its relationships with Denver-area media and prioritized local TV to secure stories that featured Yoga on the Rocks and gave viewers a glimpse of the eye-catching event. CSG offered up CorePower instructors for TV in-studio demonstrations and as subject matter experts to provide advice for practicing yoga outdoors. Local outlets responded and took the opportunity to take their regular segments to Red Rocks with CorePower instructors demonstrating a yoga flow in the background. CSG also ensured the event was included in top summer event calendars and weekly event round-ups throughout the Mile High City, further demonstrating the brand’s desire for inclusivity.
Promoting CorePower’s Inclusivity Through Local Influencers
As a core part of the PR strategy, CSG identified local influential fitness, lifestyle, mommy, fashion and yoga bloggers who would be interested in attending a Yoga on the Rocks event and sharing their experience — before, during and after the events. After ensuring bloggers aligned with CorePower’s brand, CSG reached out to a select list of influencers to attend the event and run a contest ahead of the series for their readers to win a complimentary month of yoga at CorePower. The diverse pool of bloggers either attended a Yoga on the Rocks event and/or hosted a giveaway to tease the series and generate interest in CorePower’s yoga offerings.
Adding a Local Touch With Denver Personalities
To strengthen the event’s local prominence, CorePower wanted to invite local Denver celebrities to emcee each event and handle all housekeeping announcements. Emcees were also invited to attend the event for free and let their social media networks know that they would be at the event to encourage additional ticket sales and further promote Yoga on the Rocks. CSG identified a shortlist of local celebrities that aligned with the CorePower brand and secured emcees for each event, including two male emcees, which aligned with CorePower’s goal to encourage more men to attend the event and potentially attend other yoga classes. CSG drafted emcee scripts that promoted CorePower’s values, handled all day-of liaisoning and ensured emcees promoted the events and shared their experiences via social media.
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