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Bally Total Fitness Launches Music-Focused Marketing Platform

Wednesday, March 3, 2010 General News J E 4
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CHICAGO, March 2 Bally Total Fitness is launching a multi-faceted approach to support its members' connection between music and workout motivation, including a new partnership with Universal Music Group, the world's largest music company, and a music-centric advertising campaign.

"Bally is leveraging the critical link between music and exercise through our advertising campaign and our collaboration with Universal Music Group," said Dennis Cary, Bally Chief Marketing Officer. "Our new marketing approach is designed to actively support and encourage our members to achieve their fitness goals by providing music as motivation."

The company has committed to purchase 4.5 million downloads from Universal to distribute to new members as premiums during monthly promotions, and to current members as incentives to pursue and realize their fitness potential. For the month of March, and intermittently throughout the year, many new members will receive 20 music downloads when they join Bally. The songs can be redeemed at a Bally-branded site built by Universal, with a list of hundreds of thousands of MP3's from which to choose.

To further illustrate the vital link between music and working out, each spot in the nationally televised Bally Total Fitness ad campaign features a high-energy, exercise-oriented song. The eclectic artist list includes the March featured artists for English and Hispanic TV, Gin Wigmore and Angel y Khriz, respectively, as well as former featured artists like Swingfly, Lady Sovereign and Philadelphia Grand Jury. Visitors to the Bally website, ballyfitness.com, can play the entire featured song as well as replay the current Bally commercial.

About Bally

Bally Total Fitness operates nearly 300 fitness centers across the United States. With more than 3 million active members and over 30 years of experience, Bally is among the most popular health club brands in America. The professionals at Bally Total Fitness help motivate members to improve their physical health and reach their personal fitness goals with many affordable membership choices - including options with no long-term commitment.

SOURCE Bally Total Fitness
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