Les MIlls
Fitness
Les Mills is a global fitness brand that creates some amazing workouts available in clubs around
the world. It began in 1968 when Les Mills set up a small family gym in Auckland, New Zealand.
Three generations on, there are now millions who work out with Les Mills every day, all over the
world. Aurora The Agency has supported Les Mills with media outreach and with organising
some major events in Dubai – including the LES MILLS LIVE DUBAI at the Expo 2020 Dubai.
An Overview of Activities Undertaken
Planning, organising and inviting media for the Les Mills Live Preview Event, the Global Fitness Survey event and the Les Mills Live event at the Expo 2020 Dubai.
Media Outreach - including media invites / follow ups, interview set-ups with English and Arabic
Fitness, Lifestyle, Business and Trade titles and influencers
Positioning of Les Mills CEO as a thought leader and fitness expert
Content development - press releases and feature articles
Third party liaison with event organisers from identifying relevant opportunities to full-fledged execution.
Submission of post event reports
Successes:
100 percent media attendance at the Global Fitness Survey event
Held three successful events – Les Mills Live Dubai Preview, Global Fitness Survey Launch event, and the Les Mills Live DUBAI at Expo 2020 Dubai with good media attendance
Secured a radio interview for the CEO to speak about fitness in Ramadan