Newsroom
Rodale Inc. And Nissan Partner To "Master The Shift" For A Fourth Year
—Refreshed integrated marketing program adds Lance Armstrong to the line-up,
along with exclusive social media content and a “team” approach
New York, NY, June 28, 2010 — Rodale Inc., the authoritative source for trusted
content in health and wellness worldwide, today announced its partnership with Nissan
will extend into a fourth consecutive year with a new focus. The partnership will
introduce active lifestyle enthusiasts to the world’s first mass-production, 100% electric,
zero-emission vehicle – Nissan LEAF. The Nissan LEAF will not only be a leader in
sustainable mobility but it will also be a transformative vehicle for the environment as the
LEAF has no tailpipe or tailpipe emissions, which means no CO2 or other gases released
into the atmosphere while driving.
Rodale will continue to produce “Master the SHIFT,” a fully integrated marketing
program that naturally aligns the Nissan LEAF and Nissan brand with the interests of
those engaged in an active, healthy lifestyle. The customized program – including
running and cycling events, elite athlete endorsements, exclusive online content, and inbook
media – has been refreshed for 2010 with several new touch-points to introduce
Nissan vehicles to consumers:
· Lance Armstrong Joins as a “Master” – the 7-time Tour de France winner and member of Team RadioShack has joined as a 2010 Nissan Master
· National Events – the New York City Marathon, the Boston Marathon, and the Tour of California– the top running and cycling events – have been added to the
event tour, bringing this year’s total to 18 sponsored nation-wide events
· Exclusive Access – consumers will get more “behind the scenes” access to each Master, including real-time micro-blogging from events, documentary footage,
how-to videos, insider training tips, photos, blog posts and Tweets; fans will also
get insider access from members of the Masters’ inner circle, who will provide
live updates from events and original posts each day of the week
· Delivered via Social Media – all “Master the SHIFT” content will be delivered through a customized, multi-media Facebook page: Facebook.com/MastertheShift
The “Masters” – elite athletes and healthy living experts – serve as the heart of the
program, providing a compelling window to everything from how they train and prepare
to race, to managing stress and cooking and eating healthy food. In addition to
Armstrong, the 2010 Masters are
Ryan Hall, Olympic distance runner and American
record holder; and
Tara Stiles, founder of Strala yoga, model and yoga activist.
“With more high-level races, and exclusive access to Lance Armstrong – in the midst of
an unprecedented athletic comeback – ‘Master the SHIFT_’ continues to deliver
compelling content and events that resonate with consumers who seek an active, healthy
lifestyle,” said Angus Macaulay, VP Sports Marketing and Events at Rodale. “As these
enthusiasts seek out information and experiences that meet their interests, Nissan will be
able to drive awareness and interest in the LEAF and its ultra-efficient, ultra-clean
technology.”
Each “Master” will be featured in an ongoing print and online campaign in Rodale brands
including
Bicycling,
Men’s Health,
Mountain Bike,
Runner’s World,
Running Times and
Women’s Health. In addition to the Masters, members of their ‘team’ – coaches, trainers,
nutritionists, etc. – will provide frequent, exclusive content on “Master the SHIFT”,
empowering enthusiasts to become better athletes. For example, Team Lance Armstrong
will include posts from Levi Leipheimer, his teammate, and Chris Carmichael, his coach;
Team Ryan Hall will include Terance Mahon, his teammate, and Sarah Hall, his wife;
and Team Tara Stiles will include four
Woman’s Health readers who will work with Tara
to reach a personal fitness goal, and will share their experiences along the way.
“We are excited to continue our partnership with Rodale, whose brands align so well with
Nissan’s commitment to health, wellness and the environment,” said Jon Brancheau, Vice
President, Marketing, Nissan Division. “Consumers will have a rare opportunity to visit
with the ‘Masters’ to gain valuable insight into an active lifestyle while at the same time
learning how the Nissan LEAF will play a role in a healthy lifestyle for consumers once it
hits the streets this December.”
About Nissan
In North America, Nissan's operations include automotive styling, engineering, consumer
and corporate financing, sales and marketing, distribution and manufacturing. Nissan is
dedicated to improving the environment under the Nissan Green Program 2010, whose
key priorities are reducing CO2 emissions, cutting other emissions and increasing
recycling. More information on Nissan in North America and the complete line of
Nissan and Infiniti vehicles can be found online at
www.NissanUSA.com and
www.infiniti.com .
About Rodale Inc.
Rodale is a global media company with a heritage, mission, and authority dedicated to the
health and wellness of the individual, community, and planet. Through a broad portfolio
of leading media properties, Rodale reaches more than 70 million people around the
world through multiple distribution channels, including magazines, books, online, ecommerce,
direct-to-consumer, and video. The company publishes some of the bestknown
health and wellness lifestyle magazines, including
Men's Health,
Prevention,
Women's Health,
Runner's World,
Bicycling,
Running Times, and
Organic Gardening,
and is the largest independent book publisher in the United States, with a collection of
bestselling titles, including Al Gore's
Our Choice,
Flat Belly Diet!, and
Eat This, Not
That! Rodale is also a leader in direct-response marketing and has more than 25 million
active customers in its database.
www.rodaleinc.com
