Traveling with the Men’s Health Brand

Men’s Health, a leading men’s magazine, is launching a new project: Men’s Health Adventure.

The Men’s Health Adventure program is a host of journeys of differing types and destinations, each one offering the traveler the chance to learn something as well as to test his endurance. The trips offered include freeriding on a mountain bike through the wildlands of Krasnaya Polyana, cross country bicycling in Cuba, trekking the mountains of Peru, learning to kiteboard on Mauritius Island, yachting in Anapa, mountain running in the Alps, kayaking in Costa Rica and more.

Every journey offers interesting recreation, adventure, great opportunities for learning, an opportunity to test yourself under unusual conditions, and the participation of professionals in organizing the trips and in the entertainment programs included. Men’s Health Adventure brand tours are available to everyone at rather moderate prices. In addition to providing the organization, Men’ Health has used its own resources and enlisted the aid of its business partners to take on responsibility for PR support of events connected with the tours.

This has been confirmed as the magazine’s main program of 2010 and its promotion and realization will be integrated into all aspects of Men’s Health magazine partnership projects. A multi-sport race will be the main event of the year – Men’s Health Urban Adventure – to be staged in three cities: Moscow (June), Novosibirsk (July) and St. Petersburg (September).

A separate web site was created for the project – adventure.mhealth.ru. In addition to coverage of the program’s events, the site will contain useful information, opportunities for interactive communication and other options that create an attractive communication platform for both advertisers and readers. The magazine and its business partners are preparing to produce a line of products themed to Men’s Health Adventure, including backpacks, T-shirts, polo shirts, baseball caps, wrist braces, watches, bags and other items. Starting in February, readers will have a chance to meet with various travelers and participants of unusual expeditions.