[04/07/08 - 05:08 PM]
Bravo Media Partners with Crunch to Create Customized 'Step It Up & Dance' Fitness Class
The class will be offered in Crunch locations nationwide and will follow the dance styles featured in each week's episode.

[via press release from Bravo]


First-Ever Partnership Part of Multiplatform Marketing Campaign for Network's New Dance Series

NEW YORK � April 7, 2008 � Bravo Media announced today that it will partner with Crunch to launch a customized fitness program for the network's new creative competition series, "Step It Up & Dance." The deal marks the first partnership between the two companies and leverages Bravo's unique programming with Crunch's exclusive fitness classes. The partnership is part of Bravo Media's overall marketing strategy of creating a multiplatform, interactive campaign that captures the Bravo audience both in and out of home. "Step It Up & Dance," hosted by Elizabeth Berkley airs Thursdays at 10 PM ET/PT.

Beginning in April, Crunch will present "Bravo's Step It Up & Dance Class." The class will be offered in Crunch locations nationwide and will follow the dance styles featured in each week's episode. Class participants will be encouraged to tune-in to the series for background on each dance style in preparation for the class. The Crunch classes will include a range of dance styles including hip-hop and freestyle, burlesque, step, lyrical, Broadway and Latin.

"Partnering with Crunch on this initiative is part of Bravo Media's overall multi-platform marketing strategy of reaching our audience in innovative and relatable ways," said Ellen Stone, Vice President, Consumer Marketing, Bravo. "Our campaigns feature a combination of traditional and non-traditional elements that allow us to promote awareness of our series and connect with the network's passionate audience through every consumer touch point."

"We're excited to partner with Bravo to create this unique group fitness program based on the show," said Christina DeGuardi, Vice President, Marketing, Crunch. "Dance workouts are especially popular right now and the 'Step It Up & Dance' class is another example of the entertaining and fun classes that Crunch is famous for bringing to our members.

In addition to the Crunch partnership, Bravo will create exclusive online content for BravoTV.com and launch an extensive online campaign that will incorporate interactive banner ads and viral videos. The banner ads will allow users to select different dance styles and test their expertise on dance steps ranging from hip-hop to swing. The viral marketing will infuse a video widget, which will preview exclusive clips of the show that can be placed across all social networking platforms and blogs. Throughout the season, BravoTV.com will also stream video "dance-alongs" featuring the show's contestants and the choreographers featured on the series. The dancers will teach the choreography and different techniques used during the show's weekly challenges. Also, in their weekly blogs, available only on BravoTV.com, each of the dancers will dish on the behind the scenes drama of the series and their own personal take on the challenges, the judges, and the show's other contestants.

Whether it's a music video one week or a Vegas spectacular the next, "Step It Up & Dance" will feature weekly challenges in which 12 of the best dancers from around the country audition for a range of parts, designed to showcase their versatility and moves. The dancers will have access to some of the top choreographers in the industry performing in styles that range from hip-hop and freestyle to Broadway, burlesque and Latin. As the competition gets fierce and contestants are eliminated, only one person will get the final "call back" and the chance to become the ultimate dancer, winning $100,000. Celebrated actress and dancer Elizabeth Berkley will host the series and Emmy Award nominee and Tony Award-winning director and choreographer Jerry Mitchell ("Hairspray," Legally Blonde") will mentor the dancers. In addition, world-renowned director and choreographer Vincent Paterson (Madonna's "Blond Ambition" Tour, Michael Jackson's "Bad" Tour, and choreographer Nancy O'Meara ("Hannah Montana," "High School Musical Tour"), will serve as judges for the competition.

"Step It Up & Dance" is produced by Magical Elves' Jane Lipsitz and Dan Cutforth ("Project Runway," and "Top Chef") and Gunnar Wetterberg, who is also the creator of the series for Magical Elves.

Bravo Media � a global, multimedia content company � reaches every consumer touch point, with its all-encompassing group of divisions: talent management, publishing, merchandising, Bravo To Go (wireless), Bravo Experience, digital, television, radio and international. With Bravo's television content serving as a blueprint for the multiplatform business, Bravo Media's divisions are organic extensions, providing the network's highly-engaged fans with a menu of options to experience the network in a four-dimensional manner. Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been an NBC cable network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information, visit www.BravoTV.com.

Crunch is a health club chain that leads the industry in fusing fitness and entertainment. Headquartered in New York City and owned by the private equity group of Angelo Gordon, Crunch serves over 100,000 members with 30 gyms in New York, Miami, San Francisco, Los Angeles, Chicago, and Atlanta. Renowned for its one-of-a-kind group fitness programming, Crunch is the leader in group fitness innovation and creativity. Often cited as the gym with the "best classes," Crunch has raised the bar for the entire fitness industry.

  [april 2008]  


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