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Rodale and Saturn Align with the Healthy Active Marketplace


NEW YORK - Rodale Inc. and General Motors’ Saturn division have announced Detour: New Roads to Fitness, an innovative integrated marketing partnership to support Saturn’s reach – specifically via the Aura and the Outlook – into the healthy active lifestyle marketplace. The multi-channel marketing platform, Detour: New Roads to Fitness, will center on a custom Web site: This site will encourage visitors to take a detour from their current fitness routines by exploring complimentary activities, such as snowboarding and yoga, in order to enhance their performance in their core sport. Site features will include daily blogs, RSS feeds, podcasts, profiles and user-generated content that emphasize collaboration and sharing among participants.

The Detour: New Roads to Fitness program will also feature impact print units in April issues of Rodale magazine titles including Men’s Health, Women’s Health, Best Life, Backpacker, Prevention, Bicycling, Runner’s World, Organic Gardening and You24, as well as continued in-book and online promotional support throughout the year. Additionally, Rodale will target consumers through direct mail to the company’s extensive database of healthy active consumers.

In order to extend the reach of the Detour: New Roads to Fitness program, Rodale aligned with AOL, who will support the program with integrated sponsor placements within its health and fitness channels, as well as targeted promotion within relevant community-driven tools and features.

“The Detours program with Rodale is a great extension of our efforts in the arena of health and fitness,” said Scott McLaren, Manager of Advertising for Saturn. “Rodale’s leadership in the space makes them an ideal partner for this effort. With the addition of AOL into the program, we will be able to build even stronger awareness of our new vehicles like the Aura and Outlook with an important demographic.”

“This program leverages our authority, credibility and connection to the healthy, active customer and ultimately aligns Saturn with this important target group,” said MaryAnn Bekkedahl, Executive Vice President, Group Publisher, Rodale. “We are backing this program with all of Rodale’s sales and marketing resources including our vast database, an extensive event presence, online and direct-marketing capabilities, and promotional support via our abundant distribution channels.”

“The Saturn Detours program is a perfect example of how Rodale’s marketing solutions team can deliver highly integrated, cross-brand/cross-platform solutions for our valued advertising partners” said Ron Bernstein, VP Marketing Solutions and Interactive Sales.


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