Good Life Fitness has signed on as a presenting sponsor of this year’s edition of the Mitsubishi City Chase, an Amazing Race-style urban adventure competition that touches down in seven Canadian markets this summer.
The health club chain had been involved in the event for the past five years as the host of some of the physical competitions that comprise the overall City Chase event. As presenting sponsor for the eighth annual Chase, Good Life will be featured in marketing materials promoting the competition and contribute prizes to participants.
Mitsubishi City Chase events will be held in Calgary, Edmonton, Toronto, Ottawa, Montreal, Vancouver and Kelowna, B.C. from late May until late August. The best of the two-person teams from each event will participate in national championship event in October, where they will compete for prizes including two new Mitsubishi RVR vehicles.
Michael Wickett, senior marketing manager at Good Life, said the event provided his company with an effective way to reach out to its target demographic.
“The timing is right for us as we continue to grow throughout Canada,” Wickett said. “City Chase has a strong national presence and it’s the perfect property for (reaching) active lifestyle enthusiasts.”
Nick Jelinek, president of City Chase Inc. and founder of InField Marketing Group (the Toronto experiential agency that created the event) said Good Life’s existing customer database and social media outlets would serve as effective channels through which to publicize the City Chase tour
“As you can imagine, given the demographic, we’re doing a lot through social media – e-blasts, Facebook and Twitter campaigns,” said Jelinek. “Often that’s through our own database, which continues to grow every year, but often it’s also through the networks of our partners.”
Jelinek said print and radio advertising materials would appear in each of the participating markets about two months before that city’s event. Toronto’s InField Marketing Group will handle creative duties.
According to Wickett, those materials will refer to the competition as the “Mitsubishi City Chase Powered by Good Life Fitness.”
Mitsubishi has served as title sponsor for the City Chase for the past five years. Other corporate partners for this year’s Chase include Blackberry and The Running Room.
