To connect with participants at the L.A. Cancer Challenge on Oct. 26 Health magazine activated its sponsorship with a presence that tied into editorial content from the magazine.
The brand set up a smoothie bar and a lounge where racers and spectators could sit back and relax with a copy of its latest edition of the magazine. The smoothie recipes were from an article in the magazine’s October issue.
Representing Health magazine in the race were members of the Girls Gotta Move Running Club a Health initiative featured in a monthly column in the magazine. The column provides running tips from an editorial expert running coach to motivate women to form local running groups to stay fit and safe.
“We wanted to create a presence for Health magazine that was inviting and relaxing a place where racers and spectators could be comfortable and enjoy themselves ” Zovig Garboushian marketing services director at Health magazine told Buzz. “L.A. is on of our best markets and the event gives the magazine our advertising partners and our growing number of Girls Gotta Move Running Club members an opportunity to make a difference and show support in the decision to lead a healthy fit lifestyle.”
Racers were treated to goody bags filled with merchandise provided by magazine advertisers—Asics Burt’s Bees Blue Diamond Xcid Garnier Lady Foot Locker Aquaphor and POM Tea and Smart Start—and the latest edition of Health magazine. Lady Foot Locker also provided branded shirts for the Girls Gotta Move Running Club. Agency: Grand Central Marketing New York City.