Virgin Active launches multimillion-pound campaign to drive membership sign-ups

The tagline “Don’t just live, live happily ever active” runs throughout all campaign activity which will hit cinemas across the UK from next week until 10 January. Activity will also run across digital channels including video-on-demand, along with print and digital advertising and social media channels.

The 40-second TV spot features scenes of a man on a motorbike in the desert, juxtaposed with shots showing exercise-related activities including jumping into a swimming pool and using a punch bag.

Brian Waring, chief marketing officer of Virgin Active UK said: ““We have a bold ambition and that’s to become the most-loved health club in the UK. Virgin Active operates in a sector that traditionally has communicated very rationally to its potential customers with a focus on price or promotion. We want to shake the market up, appealing to people’s hearts, not just their minds.

“As the UK’s largest health club group, we are well placed to inspire and motivate people to enrich their lives through activeness - whether that’s having a swim, playing tennis or joining a class in one of our clubs or simply being more active everyday through taking the stairs rather than the lift.”

The social media campaign will centre on providing people with tips and advice to encourage them to try new forms of exercise and to be more active.

The first leg of the campaign will run until March and also includes radio promotions with Heart FM and Capital Manchester. Manning Gottleib OMD managed the media buying and planning.