Canal Vie has partnered with Energie Cardio fitness centres on a recruitment campaign for a new weight-loss reality show Maigrir pour gagner: Le défi du Québec (Slimming to Win: The Quebec Challenge).

Michelle LaBarre, VP, Bell Media Mix, tells MiC that with locations across Quebec, Energie Cardio will serve as lead sponsor for the series and be featured heavily as a location for the show. Participants will sign up, be evaluated and exercise at their local Energie Cardio locations on the show in 2015. The brand will be highly visible throughout the marketing campaign, which runs through the end of the month.

The show, which tracks participants’ weight loss over the course of the year, will feature host and Quebec TV personality Chantal Lacroix and is being produced by her company Les Productions Kenya. Production begins in February with auditions and will continue through January 2015 when the show premieres.

With marketing by Bell Media Mix, the series will be promoted across Bell Media’s platforms, including radio station Rouge FM, which will allow the campaign to activate in different regions at different times. Other activations include banner ads on Canal Vie’s website and full sponsorship of the registration page.

Other sponsors have been signed but will be announced at a later date, says LaBarre.