The £1m outdoor, radio and print push, which breaks next week, was created in-house, in consultation with Beattie McGuinness Bungay. It reflects a move away from the price-led sales campaigns often favoured by gyms. This strategy shift has been led by Tim Davis, who joined Virgin Active as marketing director last year.
The ads, photographed by Rankin, feature people wearing vibrant red clothing - Virgin's brand colour.
Virgin Active claims the campaign, which spans 500 sites, is the biggest outdoor drive to have been run by a health club brand. It is also considering a move to TV.
_1.jpg)
.jpg)
