EA Sports is aiming to showcase its Active 2 virtual fitness programme with the help of Circle Agency, it has been reported.

Event organisers at the agency will work with the brand on the promotional tour of its new virtual training programme, which kicked off at the Clothes Show Live at the NEC in Birmingham.

Called EA Sports Active 2 - Pledge to Get Active Experiential Tour, the initiative will visit a number of locations over the coming months including Glasgow and London.

Gemma Riley has been appointed as the tour's key trainer and brand advocate. She has already gained a number of years of experience as a brand ambassador for the EA brand.

"When we launched EA Sports Active in 2008, we were looking for an outgoing brand ambassador who could relate to the challenges most busy women face when it comes to fitness," said Circle Agency managing director Claire Stokes.

She added that Ms Riley makes people feel at ease and is knowledgeable.

Earlier this year, the agency reported that it attended Wireless Festival 2010.
 

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