Building Local Love for The Barre Code Downtown Indy

THE OPPORTUNITY

When a brand new Barre Code studio was set to open in the Downtown Indy market, the studio’s franchise owner knew she needed a launch strategy that would build buzz and attract members. She wanted a local marketing partner with deep connections and a keen sense of creativity that could help her open her doors and gain the reputation of Indy’s hottest new workout. 

THE STRATEGY & RESULTS 

Event Strategy 

To drive awareness for the studio opening and create a uniquely Downtown Indy feel for the new fitness franchise, Whirlaway Marketing planned, promoted, and hosted 5 local events including a takeover of Georgia Street, an ongoing partnership with Metazoa Brewery, and a grand opening influencer event with local fitness influencers and press. The team generated a library of highly localized images featuring Indy instructors to share with media, rather than depending on corporated stock imagery. The events helped spur memberships and resulted in 6 media placements and a half a million media impressions.