Xercise4Less is a leading budget gym chain offering affordable membership in 49 gyms across the UK. Whilst they had a regular presence in trade media, they had only sporadic coverage in the regional press and little to no presence in national titles. They not only wanted more coverage but more impact; they wanted to communicate the quality of their offering to consumers and drive new sign-ups. Their monthly fee may have been low, but their members’ success stories rivalled those of their more expensive competitors. Now it was up to us to spread the word.