AYoga Journal advertising train took off fromMoscow tofour major cities, partnering up with Federal Passenger Company andYves Rocher topromote themagazine's image.

While embarking towards Nizhny Novgorod, Kazan, Yekaterinburg andPerm onFriday, thetrain promised free yoga lessons.

"It's going tobe like acircus, therailway company will provide us with aspecially painted wagon," said Yoga Journal's public relations director, Svetlana Bespalova.

Yoga Journal's event is acase ofniche marketing, with aspecialized focus opposed toa mass campaign. Thecarefully orchestrated affair creates customized appeal forthe magazine, as abroad message toits readership might not be as effective.

News ofthe yoga train has been circulated online through social media such as Tumblr, Facebook, Twitter, andvaried lifestyle news networks.

Denis Terekhov, amanaging partner ofthe Social Networks Agency, said that social networks have major advantages compared with conventional advertising.

"Social media allow one toalter acampaign andreceive feedback ina couple ofhours," he said.

Bycontrast, it takes anadvertiser atleast amonth tocome up with abillboard design andbook its space.

Once ayear, themagazine organizes aNational Yoga Day, with outdoor classes across Moscow. Each class typically has anattendance of200 to300 people.

Yoga Journal is not theonly publication using cross-promotion andreadily available online networks. Russia's Glamour magazine organized asimilar publicity stunt with their 50 meter stiletto race, held inJuly. Dozens ofwomen ran intheir heels fora chance towin 100,000 rubles ($2,450) inshopping money. Aheel ofat least 3.5 inches was required toparticipate.

Originally posted here:
Yoga Journal Train Promotes Healthy Living