The brand, formerly known as PruHealth and PruProtect, is working with airport advertising specialist Eye Airports to install Vitality Age pods - in the shape of giant water bottles - at the airport for two weeks. It will allow travellers to find out more about their health and complete their Vitality age for free.
Within the pods the brand’s newly designed Vitality Age calculator will give the user an indication of how healthy they are and what they could do to improve their overall wellbeing.
A spokesperson from Vitality told Event the brand will be activating fully with promotional staff between Thursdays and Sundays during the two-week period when footfall is at its highest. "Gatwick Airport’s north terminal attracts a demographic that is very much within our sweet spot," they added.
The brand’s Vitality Age calculator is also being used at a number of sponsorship events, digitally for events such as the Vitality Run Series and experientially at the Vitality World Triathlon event, which this year takes place in London’s Hyde Park in May.
"Where we can, we do try to feature experiential activity across our Run Series events, featuring seven half-marathon runs and a 10km event, and our triathlon event in Hyde Park, but no further activity is confirmed as of yet," Vitality told Event.
The new Vitality marketing campaign will feature former rugby player Jonny Wilkinson and Olympic gold medalist Jessica Ennis-Hill, who will appear alongside a disgruntled dachshund, voiced by Ade Edmonson, in an attempt to make the UK healthier. It will cover TV, outdoor, press and digital.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by .