August 18, 2004
BOSTON, August 18, 2004 -- New Balance recently launched a "Fit in the City" campaign on MSN that offers consumers the ultimate online resource through relevant, expertly-written local information about walking, running and other activities that promote an active and healthy lifestyle.
"New Balance is always looking for innovative ways to be seen as a resource to everyday athletes and to help them achieve their best," says Christine Madigan, Corporate Marketing Services Manager. "Through MSN and the Fit in the City campaign, we can reach millions of people daily to bring them the New Balance brand experience and also support our local and national retailers."
Creative components for the campaign includes different site sections featuring national and city editorials, a Fitness Calendar, featured retailers, and an eShop Module. The editorials will all focus on fitness, hiking, health, family, performance and active lifestyles. Besides the general fitness content, the site also focuses on ten metropolitan areas -- New York, San Francisco, Boston, Dallas/Fort Worth, Chicago, Denver, Los Angeles, Philadelphia, Seattle, and Washington D.C. The site will also provide information on more than 800 key health and fitness activities and events across the U.S.
"The New Balance "Fit in the City" site was an exciting project for MSN because it marked the first campaign created by MSN's Custom Solutions group for a footwear or apparel manufacturer," says Gayle Troberman, director of custom solutions brand group for MSN.
The campaign targets active men and women, ages 25-54, who are interested in running, walking, hiking, fitness, family activities, yoga, cross-training, etc. The online branding effort will run approximately 6 months at http://newbalance.msn.com. The custom-published micro-site was created in collaboration with Euro RSCG 4D of New York. Euro RSCG 4D provides integrated marketing solutions with core capabilities in direct marketing, digital marketing, data lists and analysis and event marketing.
About MSN
MSN attracts more than 350 million unique users worldwide per month. With localized versions available globally in 38 markets and 18 languages, MSN is a world leader in delivering Web services to consumers and ad sales to businesses worldwide. The most useful and innovative online service today, MSN brings consumers everything they need from the Web to make the most of their time online. MSN is located on the Web at http://www.msn.com/.
