The four-month campaign kicks off in the current issue of FHM which this month comes with bi-annual, spin-off health and fitness magazine, Bionic.
Bionic will be "Powered by Timex" on its cover and throughout the section. In addition, a DPS features a training plan for Fashion Ad Director Guy Dowsett and Junior Staff Writer Tom Howard, both of whom will run the London Marathon, as devised by Timex sports scientists, coaches and nutritionists. Further training advice from Timex and progress updates on the two FHM staffers will run in the following three issues of FHM in the Upgrade section.
The deal was brokered by Guy Dowsett and Elroy Toney at Downforwhatever PR on behalf of Timex.
Geoff Campbell, MD of FHM, said: "Since Bionic was successfully reintroduced back into the FHM portfolio over two years ago, it has become increasingly popular amongst FHM's broad base of active young men and this Timex campaign will target and connect the FHM audience with unique and useful content in a trusted environment during the build up to the London Marathon and beyond."
Dan Calvert, Marketing Manager of Timex Group UK, commented: "Timex see this as a great opportunity to amplify our voice as the world's leading sports watch brand, to a broader consumer profile. We see this as a strong strategic position to help communicate our long term sponsorship of the Virgin London Marathon, tailored to our objectives. We are delighted to have been able to work so closely with the team at FHM, as the leading Men's lifestyle title."
