Zoom Media, a targeted lifestyle media and marketing company announced yesterday that it has formed a partnership with Bally Total Fitness to launch a billboard program in seven Bally Total Fitness centres and 10 Sports Clubs of Canada locations in the greater Toronto area. There will be ‘Classic’ billboards in the locker rooms and restrooms and ‘Extra Lit’ billboards in the exercise areas. The two companies will also use the clubs for other marketing and promotional activities.
Zoom Media has 28,600 billboards in 3,900 establishments. Its eight networks include Parking, Resto-bar, Campus, Sport, McDonald’s, Medical, Golf and Agency. The Zoom Sport network now includes more than 320 health clubs across Canada. The company says advertisers like the fitness club environment because it reaches a variety of people, all interested in health and wellbeing. Communication and marketing manager Chantal Goncalves says Zoom uses psychographics, rather than demographics to pinpoint its targets and says the profile of fitness club users is ‘hedonistic,’ focusing on pleasure, wellbeing, health and good looks. Advertisers in the Zoom fitness club network that will now appear in Bally and Sports Clubs of Canada include Procter & Gamble, S.C. Johnson, BMW, and Bell Mobility, among others.
