As London’s first centre for yoga and Pilates, triyoga had a strong heritage, however with the advent of boutique fitness, competition to drive media cut-through was stiffer than ever before. There was also a desire to deliver the message that triyoga offered more than yoga – with a wonderful array of treatments also available. Step forward Red Lion and its team of media hounds.

We set about unearthing and telling the many brand stories – from highlighting the workshops to aspiring teachers, to driving top-tier media through the door to trial treatments. The drumbeat of the press office also included news-jacking, done in a very careful and tasteful manner to avoid anything off-brand.

This ‘always-on’ approach has delivered consistent coverage, taking the brand from sporadic hits to month in, month out exposure in all the top tiers. From a Metro print and online feature on TRE (the latest wellness trend) to in-depth pieces on the Standard Online – not to mention featuring in GQ (going after that key male audience) for the first time – this is about utilising everything wonderful about the offering and telling the stories to the right people.