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ZUMBA x ASHLEY ROBERTS2024-02-29T17:04:23+00:00

Ashely Roberts and Beto Perez jump high in. the air onstage at the Zumba event in Manchester, 2024.
Ashely Roberts on stage with Beto Perez, the founder of Zumba in Manchester 2024
Ashley Roberts backstage with Zumba instructors in Manchester.
Ashley Roberts in the Zumba Valentines Collection

ZUMBA &

ASHLEY ROBERTS

CELEBRITY PARTNERSHIP

BRIEF

In January this year, ALTER Agency were excited to be commissioned for the third consecutive season by the Latin dance fitness brand Zumba® to align and manage the celebrity partnership for ‘Zumba Academy 2024’.  The Zumba Academy is a yearly, high-energy event, hosted by the iconic Zumba® Founder, Beto Perez, in Manchester where Zumba master trainers gather to learn new Zumba sequences for the year ahead.

The celebrity partnership brief included securing a brand authentic and appropriate celebrity who would deliver the following package:  successfully perform a live Zumba® dance performance with Founder, Beto Perez; produce engaging social media to direct to @Zumba®  and be shared across Zumba® social channels and promote the newly launched Zumba App; generate media pick up post-event and wear the newly launched Zumba® ‘Valentine’s Collection’.

RESPONSE

ALTER secured multi-talented singer, presenter, broadcaster and former Strictly Come Dancing finalist, Ashley Roberts with a personal appearance and social weighted partnership for Zumba® Academy.  Ashley’s vivacious energy; love of dance fitness; friendly and fun media profile and 712K Instagram profile made her the perfect partner for The Zumba® Academy.

On the morning of the event, the U.S-born, ex-Pussycat Doll star joined Founder, Beto Perez and team of international fitness presenters on stage for a surprise appearance and dance performance at Manchester’s Bowlers Exhibition Centre.  The audience of over 600 of Zumba® U.K. Instructor Network who gathered to top up their training, were super excited and thrilled by Ashley Roberts’ surprise appearance and perfectly executed high-energy moves to  “Miami” by Nacho.

ALTER organised a backstage shoot with Ashley Roberts and master Zumba instructors with a Getty photographer prior to the onstage performance, increasing imagery to highlight the ‘Valentines Collection’.

KEY RESULTS

Social – Ashley broadcast live to her Instagram stories from Zumba Academy on the morning of the event, following up with a wrap-up video of her experience at the Zumba® Academy and her first reaction off-stage after her performance with Founder, Beto Perez.  All stories were tagged @zumba with a click link through to the newly launched Zumba® App.

Media – Post event syndication to picture, news desks and fitness media resulted in media coverage with a reach of 381,167,100 and PR value of £1,524,668.20, with a hero feature placed on the Daily Mail website.

Discover more about our celebrity partnership work with Zumba®, including working with professional dancer Giovanni Pernice to help launch a series of Zumba® Fitness tutorials on YouTube. This follows on from our work with Zumba x Fleur East in 2020 and the Zumba virtual 24-hour party in 2021.

ZUMBA &

ASHLEY ROBERTS

CELEBRITY PARTNERSHIP

BRIEF

In January this year, ALTER Agency were excited to be commissioned for the third consecutive season by the Latin dance fitness brand Zumba® to align and manage the celebrity partnership for ‘Zumba Academy 2024’.  The Zumba Academy is a yearly, high-energy event, hosted by the iconic Zumba® Founder, Beto Perez, in Manchester where Zumba master trainers gather to learn new Zumba sequences for the year ahead.

The celebrity partnership brief included securing a brand authentic and appropriate celebrity who would deliver the following package:  successfully perform a live Zumba® dance performance with Founder, Beto Perez; produce engaging social media to direct to @Zumba®  and be shared across Zumba® social channels and promote the newly launched Zumba App; generate media pick up post-event and wear the newly launched Zumba® ‘Valentine’s Collection’.

Ashely Roberts on stage with Beto Perez, the founder of Zumba in Manchester 2024

RESPONSE

ALTER secured multi-talented singer, presenter, broadcaster and former Strictly Come Dancing finalist, Ashley Roberts with a personal appearance and social weighted partnership for Zumba® Academy.  Ashley’s vivacious energy; love of dance fitness; friendly and fun media profile and 712K Instagram profile made her the perfect partner for The Zumba® Academy.

On the morning of the event, the U.S-born, ex-Pussycat Doll star joined Founder, Beto Perez and team of international fitness presenters on stage for a surprise appearance and dance performance at Manchester’s Bowlers Exhibition Centre.  The audience of over 600 of Zumba® U.K. Instructor Network who gathered to top up their training, were super excited and thrilled by Ashley Roberts’ surprise appearance and perfectly executed high-energy moves to  “Miami” by Nacho.

ALTER organised a backstage shoot with Ashley Roberts and master Zumba instructors with a Getty photographer prior to the onstage performance, increasing imagery to highlight the ‘Valentines Collection’.

Ashley Roberts backstage with Zumba instructors in Manchester.

KEY RESULTS

Social – Ashley broadcast live to her Instagram stories from Zumba Academy on the morning of the event, following up with a wrap-up video of her experience at the Zumba® Academy and her first reaction off-stage after her performance with Founder, Beto Perez.  All stories were tagged @zumba with a click link through to the newly launched Zumba® App.

Media – Post event syndication to picture, news desks and fitness media resulted in media coverage with a reach of 381,167,100 and PR value of £1,524,668.20, with a hero feature placed on the Daily Mail website.

Discover more about our celebrity partnership work with Zumba®, including working with professional dancer Giovanni Pernice to help launch a series of Zumba® Fitness tutorials on YouTube. This follows on from our work with Zumba x Fleur East in 2020 and the Zumba virtual 24-hour party in 2021.

Ashely Roberts and Beto Perez jump high in. the air onstage at the Zumba event in Manchester, 2024.

OUR WORK

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