On Nov. 27, over 3,000 attendees came out to Hilton Head Island, South Carolina, for the fifth Annual La Isla Latin Music Fest. Planet Fitness® was the title sponsor for the sold-out event, which included salsa dancing, live music, authentic cuisine, a kid’s play area and over 72 local vendors.
Planet Fitness had previously advertised with the La Isla Magazine and wanted to extend its involvement and support of the Latin American culture and population that is surging in the coastal areas of the Southeast.
“This festival attracts members of the Latin community from all over the low country each year, and it was a great way to get brand awareness and gauge the interest of members of the community in PF®,” said Joseph Pilotte, operations manager and director of possibilities with Anchor Management Group, which sponsored the festival.
In addition to naming rights and being included on event materials and signage, Planet Fitness also had a booth at the festival where attendees could talk with trainers and staff, play games, win freebies, participate in raffles, use equipment and learn about the club.
Pilotte notes that the event went well, but attendance was a little lower than usual. Due to Hurricane Matthew, the festival had been rescheduled multiple times, and people who typically travel to Hilton Head and make a vacation out of the event may have been affected.
“The event itself brought families, friends and people from all backgrounds in the surrounding communities together to share in the diversity and culture of the Latin community. This type of event falls right in line with what our gyms are – diverse judgement free zones where people can be themselves and have fun,” said Pilotte. “Sponsoring this event allowed us to bring our brand awareness to an entirely new sector of the community, and to be associated with a marketing source like La Isla Magazine was a win-win for us.”