“For us, it was really important to be able to help consumers who are in the category make that leap in a way where they feel comfortable. It’s not just about our brand, but it’s also about helping bring people into the category,” said Lohr.
Moving on creatively from Tombras
Tombras has worked as Orangetheory’s creative and media agency since 2015, and moving forward, Tombras will handle media while Mother will handle creative and Coyne PR will take public relations duties.
While numbers of the deal were not disclosed, in 2022, the estimated U.S. spend for Orangetheory Fitness was $6 million, with nearly all being digital, at $5.1 million, according to COMvergence.
“We felt that there was value in having a separate creative agency, so that way we could let Tombras focus solely on media. We couldn’t have done the successful work that we’ve done without them,” said Lohr.
To narrow it down to Mother as the creative agency, Orangetheory started with 10 possible agencies, then narrowed down to four for the full RFP process.
The November campaign will be the first work from Mother, but the bigger Orangetheory brand campaign will come later, in Q1, which is the most important timeframe for the fitness industry.
“The focus now is this November campaign. It’ll be a great way to like get our feet wet working together for the first time and then in parallel start to work towards something larger and bigger for our next campaign,” said Lohr.
[ad_2]
Source link
