The Grid and Aux launch music-fuelled night run

The event will be jointly produced between the two titles in Toronto this August, with plans to expand to other Canadian cities in the future.

Torstar-owned weekly The Grid and Blue Ant Media’s music and lifestyle brand Aux have partnered to create the Toronto Music Run, happening Aug. 14 in Toronto.

Launched to target Aux and The Grid‘s common audience of 18-to-34 year-olds, with Blue Ant’s music and lifestyle brand reaching a broader age range on its TV channel, the event will feature music both along the 5k run route and at an after party for participants. A release on the run lists the general target as 18- to 49-year-olds.

Jamie Schouela, EVP of marketing and communications, Blue Ant Media, tells MiC that while the two companies are focused on Toronto’s event for now there are plans to roll it out on a national level.

The Grid has always wanted to scale our event program on a national level where it makes sense, because that is something that appeals to marketers,” says The Grid‘s director of brand partnerships, Jamie Harju.

Harju says the event, which will be held around the waterfront in Toronto with exact details coming in the next month, is part of the publication’s plan to expand its non-print presence in the city. Schouela also says it fits with Aux’s plan to add an experiential event to its roster.

Sponsorship opportunities around the event are available through multi-platform content packages in Aux and The Grid leading up to the run, placement during the run or at the after party.

In addition to the upcoming Toronto Music Run, The Grid also hosts Toronto Cocktail Week and Burger Week in the city. Harju says plans are in the works to add one more event to that roster this year.

A portion of the proceeds from the Toronto Music Run will be donated to The Remix Project, a Toronto charity dedicated to offering underprivileged youth the opportunity to pursue their creative passions.

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