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Jeanne McDonald
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Fitness Connection | 2025

Cupid’s Knockout – PR Event + Activation

Cupid’s Knockout was a cheeky Valentine’s Day campaign designed to drive engagement, foot traffic, and media attention. I created the concept, messaging, and PR rollout, turning a simple themed idea into an in-club and digital moment.

Role + Deliverables Section

My Role

Key Deliverables

Key Deliverables

  • Developed event name, voice, and theme
  • Wrote all supporting copy (ClubCom slides, signage, social, press)
  • Coordinated execution across field ops, marketing, and media
  • Managed internal approvals and rollout timing

Key Deliverables

Key Deliverables

Key Deliverables

  • Created Cupid’s Knockout event concept and campaign name
  • Developed media-facing event overview and messaging
  • Supplied internal rollout guide with talking points and FAQs
  • Worked with a graphic designer to create visual concepts for in-club engagement
  • Oversaw in-club activation and engagement during the live event 

Challenges

  • Struck the right tone between cheeky and on-brand
  • Coordinated messaging across multiple club teams
  • Delivered high impact with limited budget and assets
  • Executed within a tight, holiday-driven timeline

Project Outputs

  • Boost in walk-ins and day-pass usage during event week
  • Earned local media buzz
  • Positive internal feedback on member engagement

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