Kinetic Studio, a boutique fitness studio chain, was opening its third Dubai location and wanted the launch to do more than fill the first week of classes — they needed press coverage and word-of-mouth strong enough to carry into the following months.
We planned the opening as a single connected campaign rather than a one-off party: a press-and-influencer preview event ahead of the public opening, paired with targeted local media outreach and a community-focused activation the following weekend. Every touchpoint, from invitations to the studio’s own signage, carried the same launch identity.
A First for Paid Press Outreach
Beyond Word-of-Mouth: Kinetic Studio’s first two locations grew almost entirely through word-of-mouth, so this was its first real investment in press and paid influencer outreach.
A More Competitive Neighbourhood: The new location sits near several established studios, raising the bar for what counted as a memorable opening.
A Compressed Timeline
Six Weeks, Start to Finish: Planning ran from signed lease to opening week in six weeks, so vendor bookings, outreach, and press invitations moved in parallel rather than in sequence.
Two Audiences, One Campaign: A press-and-influencer preview event paired with a community-focused activation the following weekend gave each audience its own moment.
The preview event secured coverage across several regional lifestyle outlets and a strong wave of organic social posts from attendees. The studio’s opening-month class bookings outperformed its previous two location launches, with a visible share of new members citing social media as how they heard about it.
“Extremely proud to unveil our Ramadan campaign, Journeys of Ramadan, a tribute to art, identity and reflection. The results of many months of hard work across teams. From the Middle East with my beautiful team to Central team in Rome under the incredible artistic direction of Amira and Twenty Seven Marketing team.”
