Can-Fit-Pro bulks up its media muscles

The health co takes to the covers of Metro to promote its show.

Can-Fit-Pro, a Toronto-based company that provides health and wellness education and certification, has arranged its largest media buy ever ahead of its biggest event of the year, this weekend’s International Fitness and Club Business Conference and Trade Show at Toronto’s Metro Convention Centre.

The campaign features print ads running in the Toronto edition of free daily Metro from Aug. 10-21. Today’s Metro features Can-Fit-Pro ads on both the front cover and inside front cover, which played a big part in the company choosing the daily to promote its message, according to Can-Fit-Pro VP Rod Macdonald, who adds, ‘the value that we got from the media buy was good from our perspective.’ This is the first time the company has advertised in Metro.

The ads feature a diverse mix of people doing athletic activities, such as a woman in running gear with the caption: ‘I am a 43 year-old high school teacher and can outrun most of my students. How fit are you?’. The campaign serves two purposes according Macdonald - to promote the upcoming conference and to act as a public service announcement. The creative and the media buy were handled internally.