The first of two television ads for Bally Total Fitness will break this month. The 30-second spot will feature Kylie performing her hit single 'Can't Get You Out of My Head'. A second ad is currently in production, to be released in autumn.
Bally's $30m (拢19.4m) advertising account is handled by Colby & Partners, a Los Angeles-based agency owned by Dentsu. Media buying is by Initiative Media. The company has previously promoted itself with a music-fitness strategy, using stars such as Pink and Jessica Simpson.
Kylie has yet to enjoy the same recognition in the US that she does in Europe and Asia. However, her latest album 'Fever' has debuted at number three on the Billboard Top 200 and 'Can't Get You Out of My Head' is at number nine in the Top 40 after appearances on 'The Tonight Show with Jay Leno', 'Saturday Night Live' and MTV.
John Wilmand, senior vice-president of sales and marketing at Bally, said: "We are very excited to partner with Kylie Minogue, one of the world's most popular artists. As we build on the natural connection between music and fitness, we are confident that Kylie's spirit, talent and passion will inspire people everywhere to exercise and make a strong commitment to health and fitness."
Bally is the largest nationwide network of fitness centres in the US, with 430 gyms in 29 states and 4m members.
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