LA fitness had been in negotiations with BBC judge, singer, songwriter Alesha Dixon for some time, and with a 3-week notice (and the ink barely dry on the contract), Eye PR had to arrange photographs, selected media interviews on her first day with the group. Balancing LA fitness corporate needs of the announcement with a health and fitness angle, Eye PR secured two exclusive feature interviews. The first with Sun Woman – Fit Club. Working with close friend Nicki Waterman – the Sun’s fitness expert, we developed a series of exercises with the theme – How to Get Alesha’s Legs in time for Christmas. The second interview we placed was with the London Evening Standard which published the 2 nd week it went into free circulation – prime target given LA’s dominance in London. We also secured Sky News and Entertainment News (Radio celebrity syndication) on the day as additional time was freed up. The story? Alesha moves from the Ballroom and into the Boardroom: LA fitness new brand ambassador unveiled in Alesha signs new deal ...