Arthur Murray: Launching Their First-Ever Franchise PR Program

The Opportunity: Arthur Murray, a 100+ year legacy brand, had never invested in public relations and was recruiting franchisees from outside its system for the first time. The brand needed to quickly build awareness and credibility with prospective owners, while updating its narrative to reflect its heritage and evolution.

What We Did: Launched Arthur Murray’s first-ever franchise PR program, developing a modern franchise narrative and pushing an aggressive earned media campaign to drive consistent coverage in national franchise trade and business media. In parallel, we supported the development of a new franchise development website (launching Q1 2026) and drafted monthly franchise-focused blogs, aligning messaging across earned media and owned channels to ensure a cohesive, modern brand story for prospective franchisees.

Outcome: Within just 90 days, secured feature coverage centered on the franchise opportunity and franchisee success with Franchise Times, Franchise Chatter, Franchise Update, Adam Mendler’s Leadership Blog and FranchiseWire, as well as pending coverage with franchise-leading podcasts. All media helped establish immediate credibility in the franchise space, increasing awareness among new franchise prospects, and repositioning the legacy brand as a modern leader of ballroom and social dance.