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2011 IMA Awards: New Event Program
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Rodale/Prevention Magazine: Prevention's "Active Series" |
Rodale/Prevention Magazine: Prevention's "Active Series"
 It’s not easy to get the 40-plus, fitness-minded woman to slow down and take notice. So Prevention caught up with them where they live. Launched in February 2010, the Active Series spread the magazine’s core messaging and provided advertisers custom exposure to health and fitness enthusiasts at four heavily publicized events: Prevention on the Run, Prevention on the Slopes, Prevention Yoga Studio and the Take Charge Tour. Each took place in a high-profile locale (San Diego, Beaver Creek, Colo., the Hamptons, N.Y., and Chicago, respectively) and invited users to partake in activities including races, a slope-side warming lodge, or free yoga classes.
Sponsors including Post Foods, Silk Soymilk and Asics customized their experience and Prevention handled the activations which, to date, have generated almost 60 million press impressions. And Prevention is in it for the long run. Each Active Series program is ongoing throughout 2011, and will continue annually with a focus on “increasing the scale for our advertisers through additional promotions, and finding new ways to reach active audiences in local markets,” says Lauren Paul, Prevention senior manager of communications.
Fast Fact: Keynote speakers on the Take Charge Tour included Today Show co-host Hota Kotb and Olympian Dara Torres.
Honorable Mentions:
- Competitor Magazine: Rock 'n' Roll Marathon Series
- Condé Nast: BRIDES White Hot Hope
- The Economist: SHRM's Global Firms in 2020 at Ideas Economy: Human Potential
- Meredith Corporation: More Magazine—Reinvention Convention Series & TV Special
- Money Magazine, Time Inc.: Lowes & Money Magazine -- Take Charge Live
- Real Simple - Time Inc.: Real Simple—10th anniversary
- Sunset Publishing—Time Inc.: Sunset Savor The Central Coast
- Teen Vogue—Condé Nast: Declare Your Denim
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