Encouraging 10,000 women into rowing with #SheRows
In a bid to help British Rowing get 10,000 more women indoor rowing by 2021, Promote created #SheRows, a national campaign targeting women returning to exercise having had a break due to life or family commitments.
An effective and efficient workout, indoor rowing is rapidly growing in popularity – it’s estimated that over 100,000 homes now own their own rowing machine. Regardless of age or ability, indoor rowing can help exercisers rapidly regain fitness and build confidence, making it perfect for those returning to regular exercise.
Double Olympic rowing champion, and new mum, Helen Glover MBE was recruited as our #SheRows ambassador, participating in a content day and undertaking numerous media interviews to to talk about the effectiveness of indoor rowing and highlight the mental health benefits of the activity.
In the first three weeks of the #SheRows campaign, Promote generated over 100 pieces of coverage including The Daily Telegraph and The Daily Mail. British Rowing attribute the 98% increase in traffic to the ‘Where to Row’ indoor web page to the widespread awareness generated by our campaign.
uplift in web traffic
pieces of coverage
What do our clients think?
"We’ve experienced a positive shift in perceptions for Anytime Fitness in the past 12 months. Promote have played a significant role in achieving this via a constant stream of positive editorial and partnership introductions."
Neil Randall, Director of Sales & Marketing, Anytime Fitness
"Whilst our relationship is still in its infancy, Promote have already brought some fresh and exciting thinking to our campaigns. They have quickly established themselves as an integral agency partner as we strive to elevate the Dunlop brand globally."
Jamie Douglas, Global Marketing Director, Dunlop
"Leandra and Emma put tremendous effort into our Global Press Event, with true professionalism at all times. I was extremely pleased to have them both there, life was much easier with the two of them in control!"
Lucy Johnson, Marketing Director, Polar
"Promote’s experience and reputation within sport and fitness is exceptional, and we have benefited from their vast network to establish an engaging influencer programme and steady stream of coverage promoting the nutritional benefits of nut butters."
Sue McIntosh, Head of Marketing, Meridian Foods
"It’s always a pleasure working with Promote. Their recent Behind Every Great Player campaign for the Vitality Hockey Women’s World Cup was something really different for us. It was a simple, yet emotive concept that the whole squad could relate to and helped us to celebrate the unsung heroes behind the players."
Craig Mortimer-Zhika, Communications Manager, England Hockey
"It's been great working with the Promote team again and we love the #SheRows campaign they created to help get more women on the indoor rowing machine. They understand how to create a campaign with media appeal - we're thrilled with the coverage so far!"
Sophie Galasinski, Head of Communications and Marketing, British Rowing
"Promote hosted an incredibly informative social media workshop for our teams with the aim of improving their online profiles. We have had fantastic feedback from the athletes, some great open conversations on social media and it provided a great way forward as we look to inspire and influence others to engage with the sport."
Lisa Pearce, Chief Executive, British Wheelchair Basketball
"It’s been a pleasure to work with Promote over the past few years. They have been such a great help across the Inner Warrior campaign and their expertise has been critical in spreading our message through both regional and national media."
Clare Cooper, Rugby Growth Manager, RFU
"The Promote team have been with us from the start and they’ve been an outstanding communications partner for nearly four years. Sue’s knowledge and connections across the broader physical activity sector have been invaluable to Elevate. We know we are working with the best in the industry."
Max Quittenton, Director, Elevate
"For over a decade, SIBEC has worked with Promote PR and it has been an absolute pleasure. Promote are an efficient, friendly, proactive team who are always one step ahead, and they have consistently delivered outstanding service with a smile."
David Zarb Jenkins, Event Director, SIBEC
"From the very first moment we had contact with Promote, it was obvious that there was not only a high level of expertise and knowledge but they cared about the message and content, and that combination has seen us deliver a ground-breaking campaign for Hockey across Europe and more importantly for gender balance."
Thomas Pedersen-Smith, Development & Education Manager, EHF
"The campaign is the first time we have engaged an agency and wow did we pick the perfect one! Great to see the vision starting to be realised .... a top job by all.
Siobhán Madeley, Communications Manager, EHF