Ministry of Sound appoints Smarts Communicate to launch fitness offering
Smarts Communicate has been appointed to launch ‘Ministry Does Fitness’, a new fitness offering from Ministry of Sound.
Smarts’ London office will coordinate a programme of local and national activity to launch the offering including influencer outreach, social and media relations. The agency looks to break into the London fitness scene with its ‘Be Good to Be Bad’ campaign.
The agency won the account following a competitive pitch and will initially launch the first gym – The Arches – this month. The Arches will be based in London’s Elephant & Castle inside the club’s ‘previously hidden booze vault’.
Olivia Brafman, general manager at Ministry Does Fitness, said: “It was important to work with an agency that really understood the Ministry Does Fitness brand and our new take on the industry. Ministry of Sound has always been provocative and unexpected and Ministry Does Fitness is no different. We were so impressed with Smarts’ strategic approach as well as its brave creative ideas so the appointment was a no brainer.”
Helen Rainford, managing partner at Smarts, said: “We are loving working with Ministry Does Fitness. We share its no-nonsense approach and are excited by its ambition to subvert the ‘gym selfie’ culture that currently dominates the fitness industry.”