Case Study Tony Horton

Dunn Pellier Media has been very fortunate to have clients that support fundamental living and revolutionizing health and fitness for Americans. One of our top clients is Tony Horton, creator of the P90X© Fitness DVD system. Tony found that Americans lack a purpose and a plan for taking charge of their own health and fitness. Once individuals decide to commit to a plan – they begin to change, and Tony’s programs, energy, and charisma have changed lives all over the world. Dunn Pellier Media has done extensive work with Tony with media coverage, arranging events, building his brand and bringing his motivational message to audiences worldwide.

With Tony we were looking for a way to successfully cross him over from the Infomercial world to the mainstream media. We volunteered Tony as the Race Marshal for the National Press Club’s 5K Race in Washington, DC as a way for the mainstream media to get to know Tony. Successful journalists and outlets got to experience Tony first hand with a workout and press conference. Tony spoke exclusively about how the US Military and soldiers serving our country have been non-exclusively using P90X© as an added training regime for the troops. (According to the standards of the United States military, forty percent of young women and twenty-five percent of young men weigh too much to enlist)

Outlets and Journalists in DC loved him and his message, and as a result coverage came from: CNN, Wall Street Journal, Politico, Washington Post, Local News outlets, and more. We then parlayed this news coverage into building his brand for a solid 6-12 months; SELF, Men’s Health, Women’s Health, People, ESPN, LA Times, NY Times, Wall Street Journal, Washington Examiner, Politico, A&E.

We helped Tony design & create a website for the budding Tony Horton brand. We created social media campaigns to prepare for the launch of his book with Rodale books “Bring It.” We planned a worldwide media tour, in conjunction with the book. We have since ventured into helping Tony and his team build with; creating a syndicated radio show hosted by Tony, product integration, and endorsements – all while continuing to help people stay healthy and fit.