Creative in association withGear Seven

iris and Virgin Active #feelit in First Global Campaign

Advertising Agency
London, UK
The hashtag #Feelit will be used across earned, owned and paid promotion in UK

Virgin Active, the leading international health club operator, has launched its first global marketing campaign seeking to help the public to ‘Go There’ in 2017. Launched in January, the most important month in the health and fitness calendar, the campaign features beautiful real life imagery with fun animations overlaid for a unique twist on showing how great exercise can make you feel.

The ‘Go There’ campaign, running across ten countries and four continents, aims to bring to life the way that exercise makes people feel, even though it can sometimes be tough.  It positions Virgin Active as the partner to help anyone feel the positive mental, emotional and physical benefits of exercise, no matter what their workout.  Tapping into the insight that music is a powerful motivator both emotionally and physically, the new campaign features an unreleased track from Tiggs da Author.

The campaign creative celebrates Virgin Active’s multiple group exercise classes – including its revolutionary cycle concept The Pack, its unique approach to yoga, its functional training floor innovation, The Grid – as well as its wide range of facilities such as its pools and luxurious change rooms. It will be amplified through earned, owned and paid social media, and will appear across Sky Adsmart, broadcast and digital video on demand, cinema, out of home, mobile and social media from January onwards.

Clare Gambardella, Chief Marketing Officer at Virgin Active, said: “At a time of year when there is a lot of focus on short term weight loss or fitness goals – we wanted to focus on what keeps our members motivated all year around. For many it is the fantastic feeling that exercise can inspire - whether it’s getting fired-up in a cycle class, feeling grounded in a yoga session, or the satisfaction of knowing that they’re beating their personal best on the gym floor. With our huge range of classes and fitness products, fantastic experts and outstanding clubs, we believe that everyone can leave Virgin Active feeling amazing.”

Speaking about the campaign, David Prideaux, Executive Creative Director from iris said: "Global campaigns with a unique insight and a great idea are rare in any sector. This campaign has both and will elevate Virgin Active above the pack in all its markets round the world."

The company also launched their new logo which is featured in this campaign. It positions the famous Virgin brand more prominently and symbolises the company’s commitment to those values that make the Virgin brand so unique. The new logo has been unveiled as new clubs opened in some of the world’s best loved cities. Health club goers in London, Bangkok, Singapore, Sydney, Cape Town and Milan have been amongst the first to see the new logo in situ, proudly displayed on clubs that showcase the brand’s continual focus on exciting innovation and design. In the UK, the logo has appeared on Virgin Active Strand and Clapham clubs - both of which have undergone major refurbishment to upgrade them into the Collection portfolio. It is also front and centre at the company’s latest Collection club in Mansion House – opened this week and joining a now 14 strong network of luxury London clubs.

In the UK, the campaign will also live on social media with the hashtag #Feelit where 21 influential social content creators will take on the challenge to create long-lasting habits to 'Go There', daily, and embrace that ‘awesome’ exercise feeling with help from Virgin Active and its experts.

For more information please visit or to join the conversation use #Feelit on Twitter, Instagram and across other social media networks.

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