Setting the stage for the return of its signature dance-competition series Dance Your Ass Off, Oxygen is prepping a second five-city tour designed to pump up deliveries while slimming down viewers. And this time around, the network has landed a sponsor.
Oxygen on Tuesday announced it has signed on the General Mills yogurt imprint Yoplait as the sponsor of a five-city tour in support of season two of Dance Your Ass Off. Kicking off June 6 in St. Paul, Minn.; the DYAO tour will touch down in New Orleans, New York, Washington and Orlando, Fla.
Along with the obvious promotional angle, the tour carries with it a certain charitable touch. Exhorting attendees to “Dance Off a Million [Calories],” the events will benefit the American Heart Association. (Oxygen will make a $3,000 donation to local chapters of the AHA in each city the tour visits.)
“After last year’s success for both the show and the tour, we are eager to once again reach out to fans and have them experience the fun and healthy benefits of Dance Your Ass Off,” said Jane Olson, senior vp marketing & brand strategy, Oxygen Media, by way of announcing the partnership. “We are fortunate to have our dance partner, Yoplait, as the sponsor and we look forward to contributing to the American Heart Association with the ‘Dance Off a Million’ pledge campaign.”
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