There's a few things I would suggest about Imabari to improve in the tourism field.

First of all, at least when I was there, there were some good music nights on in the town. In typical 'small town, nothing going on' fashion, when something does go on, there tends to be a rather good turnout for it. Fiesta was the big one when I was there, and I hear from my friend Takeuchi he's started organising another night as of late called 'Love is Like a Heat Wave' over at Jam Sounds… In fact, if you want I can try to put you in contact with him (if you don't know him already), he's a great guy, really into his music, and seems to be able to mobilise half of the young people in Imabari for a music event. I think there's potential there outside of the sporty or relaxing suggestions made above in this kind of area (Odagahama beach concerts anyone?).

There's loads of hidden/unknown gems in Imabari too that you just wouldn't know without a guide/knowing someone there. There was a great onsen on the outskirts of town surrounded by bamboo thickets that I would never have known existed without a local showing me… Simply having a tour guide armed with extensive knowledge of all these hidden gems would do Imabari a lot of favours I think.

I did an Udon and camping tour once in Kagawa, dropping in in about 5 Udon restaurants, with an onsen in between them and finishing at a campsite… Perhaps a similar Yakitori trip could be arranged? Stopping in all the famous Yakitori restaurants in the area?

Anyway, just a few ideas thrown into the mix there

Seriously, though, next time I am down your way I will make an effort to take a look at Imabari. I love out-of-the-way Japan, I don't think I've ever failed to have a good time off the beaten track. So please count your marketing as successful for this traveler, at least!