Virgin Active has unveiled a major new campaign titled ‘It All Counts’ in a bid to recruit new members to its health clubs across the UK.
Developed by creative agency BigSmall, the campaign intends to appeal to people of all ages, levels and interests, encouraging the nation to ‘give exercise a go’.
The integrated promotion, with the tagline ‘whatever gets you moving, it all counts, will run across TV, cinema, outdoor, radio, print and online.
The accompanying 30-second TV spot highlights the various activities available in Virgin Active’s health clubs, as well as the different levels of intensity at which people can choose to work out. While a woman can be seen giving it her all in a spin class, another man can be spotted taking a gentle swim in the pool.
https://www.youtube.com/watch?v=qhFeiZbQy7I
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Out-of-home promotions will showcase the same theme with headlines encouraging people to ‘feel the burn or just feel your way’ and ‘hit the wall, pool or punchbag’.
According to Virgin Active, the marketing push comes at a peak month for all gyms and health clubs as many people look to sign-up and set new exercise goals.
“For many people, joining a gym can feel a little intimidating,” Virgin Active head of brand, Caroline Macklin, said.
“With our new ‘It All Counts’ idea we’re on a mission to show people that Virgin Active’s health clubs are for everyone, no matter what their age, motivation or level of fitness.”
BigSmall partner Matt Edwards added: “Virgin is a brand that any agency would kill to work on. We’ve enjoyed every minute of the project, especially those spent in the luxury spas in the name of background research.”
Virgin Active has 34 health clubs across the UK.
