2016 Agency Elite Awards: Publicity

Winner: TopFire Media - Mission: Fit to Own

TopFire Media worked with military-inspired fitness franchise client SOLDIERFIT to launch Mission: Fit to Own, a franchise giveaway contest for one deserving military veteran. The launch kicked off a yearlong campaign of publicity and exposure that led to steadfast credibility for the new brand. At the heart of the initial giveaway was a heartfelt desire: To provide an entrepreneurial veteran with an award worth tens of thousands of dollars. SOLDIERFIT waved the $30,000 franchise fee and first year of royalties for the winner.

TopFire Media targeted Men’s Health as part of its strategy, entering SOLDIERFIT co-founder Danny Farrar in the publication’s “Ultimate Guy Search.” Through aggressive social media outreach, local publicity and grassroots marketing, Farrar became a Top Five finalist in the extremely competitive contest, receiving thousands of user votes. His performance in the contest attracted additional national exposure, including coverage on "The Today Show" and "Entertainment Tonight," as well as additional articles and videos on MensHealth.com. The Fit to Own campaign generated more than 100 votes on social media; links where the contest was mentioned received an estimated 9 million visits, on top of an estimated 36,000 views of media coverage.

Honorable Mentions:

  • Sweeney Marketing + PR - Jo-Ann Local Television Coverage
  • Think PR - Aloft Hotels Emoji Room Service Launch