Planet Fitness aimed to create an unforgettable New Year's Eve experience in Times Square to mark the end of a challenging year and promote healthy habits for 2021. The event needed to attract attention, engage attendees, and align with the brand's message of fun and accessible fitness.
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TAIT partnered with Civic Entertainment Group to transform the historic location into a captivating event space. They designed and built a large-scale, shimmering sculpture proclaiming "Move On, 2020!" made from gym-inspired materials. This six-foot-tall, twelve-foot-wide installation served as a perfect backdrop for network coverage and became a social media sensation. Additionally, a parade of Planet Fitness tube dancers added a whimsical and energetic vibe to the celebration, symbolizing the fun aspect of exercise.
The event was a resounding success, drawing significant attention from both attendees and media. The engaging installations and activities highlighted Planet Fitness's commitment to promoting health and wellness in an enjoyable way. The celebration not only marked the New Year but also reinforced the importance of fitness for physical and mental well-being, aligning with Planet Fitness's brand values and goals.
