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New Media Maze to Promote After Christmas Fitness Yoga Video and DVD Online

02 January 2002, London, UK

New Media Maze to Promote After Christmas Fitness Yoga Video and DVD Online

Rodney Yee's Gaiam Yoga Video and DVD, to be Promoted Online by Interactive Marketing Consultancy New Media Maze

New Media Maze the Interactive Marketing Consultancy, have been appointed by Universal Pictures Video to promote the Rodney Yee Gaiam Yoga Video and DVD.
Universal Pictures Video’s release of the Rodney Yee Gaiam Yoga campaign will inform audiences that they are just in time to re-shape their bodies and minds for the New Year, with Rodney Yee’s Gaiam Living Arts Yoga, which is available to own on Video and DVD.
The online campaign commences on the 2nd January and will run for three weeks with promotions including email and viral marketing and competitions with third party websites. The campaign is to raise awareness of the Gaiam Yoga Video and DVD titles, enlightening target audiences to a healthier way of life for 2002 and beyond, with the initial focal point being the Rodney Yee titles.
The DVDs in the Yoga range offer individuals the chance to view Yoga from alternate angles, with multiple workout levels, enhanced clickable instruction, a bonus workout guide as well as interviews and instructor biographies. Gaiam Living Arts is the market leader in Mind/Body Fitness with over 80% of the US and Canadian market offering everything including Yoga, Pilates, ATI Chi, Qigong, Balance Ball, Massage, Tricord. The titles are expected to be as popular in the UK when they are released over here this year.
To promote the title a HTML newsletter has been designed and built by New Media Maze to include a link to a major e-tailer, and the stand-alone email and text alternative is being sent out by email to over marketing house Flying Post. The targeted viral email which will be received by 5,000 yoga fans, who have opted-in to receive more information on health products and it’s alternatives - incorporating the viral factor where it can be forwarded on to friends and family of those who will receive it from people that they know.
Online media advertising and competitions is to raise awareness of the current Rodney Yee release, brand and additional titles, rather than an opportunity for direct sales of the product. Aimed predominately at women aged between 25 to 45, the campaign will run across mostly female, health, fitness and beauty websites until late January 2002.
Hayley Barker, Online Promotions Manager at New Media Maze explains, “This is a timely release for Universal Pictures Video due to how conscious people become about their health, fitness and weight during and especially after Christmas. The Gaiam Yoga is the best-selling Yoga in the world - the Videos and DVDs offer an introduction and enlightenment to a healthier way of life, which appeals to everyone. The promotion appeals to consumer conscious, making them think about what they can do to ensure a healthier living.”
Barker adds, “Yoga has never been so popular with many celebrities promoting Yoga as a healthier way of life. The timing for this release couldn’t be better because there are so many people thinking about how they can ‘beat the bulge’ if they have indulged over the Christmas period. The Gaiam Yoga Videos and DVDs for many people would be a fitness wake-up call to embracing a more healthier lifestyle for the body and mind for 2002.”

Dawn Wright Universal Picture Video’s Senior Project Manager says, “Gaiam Yoga is part of the Living-well range of health Videos, and they are currently market leaders in Canada and the US and are expected to be huge in the UK. New Media Maze has captured the essence of the Rodney Yee Gaiam Yoga Video and DVD and will be pushing a comprehensive online campaign. This is a fantastic time of year to raise awareness of this leading Yoga Video and DVD title to a more receptive audience.
Promoting the title just after the Christmas period provides us more appropriate opportunity to appeal to the target audiences at a time where they are likely to want to learn more, and then purchase.”
----Notes to editors----
This press release is available in plain text, PDF and Word formats. Photographs are available of the New Media Maze team if required.
The media spokespeople at New Media Maze are the Directors Julianne Reynolds and Dave Smith.

About Rodney Yee and Gaiam Yoga

Gaiam Yoga is the best-selling brand of yoga in the world and has a type of yoga to suit every age and every body shape. The brand uses the talents of the world’s top five Yogis who are teachers of Yoga teachers themselves.
Rodney Yee has studied yoga in India with D.K.S. Iyengar, thought to be the father of one of the most popular forms of yoga, and he studied philosophy at the University of California at Berkeley.
He is a certified Iyengar yoga instructor and one of the world’s foremost yoga authorities. He is co-director of the Piedmont Yoga Studio in Oakland since 1987 and teaches yoga all over the world, having practiced himself for over 25 years.
Gaiam Living Arts is the market leader in Mind/Body Fitness with over 80% of the US and Canadian market offering everything including Yoga, Pilates, ATI Chi, Qigong, Balance Ball, Massage and Tricord.

About New Media Maze

New Media Maze is an Interactive Marketing Consultancy that is specialist in integrating off and online PR and marketing. Their clients include: 50/50, Columbia Tristar, Crazy Shark, EMIChrysalis, Linakers, Sony Music, Universal International, Universal Pictures UK, Universal Playback, Vision Video Ltd [VVL]

Tags: new media maze, new media, interactive marketing, online marketing, digital marketing, fan base marketing, dvd marketing, video marketing, film marketing, theatrical marketing, competitions, promotions, dvd promotion, video promotion, online dvd promotion, online competitions, online promotions, website marketing, microsite marketing, London, England, UK