Wednesday December 2, 8:37 am Eastern Time
Company Press Release
SOURCE: Bally Total Fitness
Bally Total Fitness and Rare Air Enter Into Strategic Partnership
to Market Michael Jordan's New Book
Bally Will Market Michael Jordan's New Book, 'For the Love of the Game,' Through Bally Total Fitness
Television Ads and Fitness Centers
Bally Total Fitness Advertising to Feature Michael Jordan
CHICAGO, Dec. 2 /PRNewswire/ -- Bally Total Fitness (NYSE: BFT - news) today confirmed it has entered into a strategic
marketing partnership with Rare Air Ltd., publisher of Michael Jordan's new book, ''For the Love of the Game.'' Through this
partnership, Bally will feature images of Michael Jordan from his new book in its new ad campaign to be aired during December
through March 1999. The promotional program will provide a special preview edition to any new members purchasing a
membership during that period and will also offer the book for sale to Bally's approximately four million members through the
Company's in-club retail stores. The special offer will be supported with over $3 million of television advertising -- the only
television advertising scheduled to promote Jordan's book aside from announcements included in holiday gift-giving commercials
from major book chains.
The special promotional program will also be supported with a major direct mail campaign from Bally and its Visa credit card
program strategic partners. This campaign will offer both the book, ''For the Love of the Game,'' and special edition framed
artwork from the book, which will be available exclusively through this direct mail offer and via Bally's Internet website,
www.ballyfitness.com. In addition, the direct mail campaign will provide guest passes to Bally Total Fitness centers to more than 6
million households during the first quarter of the year.
According to Lee Hillman, Bally's President and CEO, ''It's very exciting for all the people of Bally Total Fitness to be associated
with Michael Jordan's new book, 'For the Love of the Game.' I can think of no better symbol for hard work and personal
achievement than Michael Jordan. We hope to share Michael's spirit, dedication, words and images with our current and
prospective members,'' concluded Hillman.
According to Mark Vancil, President of Rare Air, ''We are glad to be promoting Michael's new book through Bally Total Fitness.
Being able to target Bally's existing membership base of four million fitness-conscious, active consumers -- along with the millions
of additional impressions created through Bally Total Fitness' advertising -- is a very compelling business proposition for us. We are
also excited about making available for sale an exclusive offer of collectible framed images of Michael Jordan to Bally's members
and prospective members through the direct marketing program.''
Bally Total Fitness is the largest, and only nationwide, commercial operator of fitness centers in the United States, with
approximately four million members and 325 facilities in 27 states and Canada.
SOURCE: Bally Total Fitness |
