Virgin Active

Objective:

International premium health and fitness club Virgin Active approached W to raise brand awareness surrounding their value proposition and engage current members and new audiences in the Singaporean community on an emotive level.

Strategy:

Reaffirming Virgin Active ongoing commitment to growth and innovation across its rapidly expanding portfolio, W wanted to showcase how this global fitness club has stayed at the forefront of the industry, blazing the trail in bringing in over thirty ‘Firsts’ to the Singapore market. In celebration of their sixth Anniversary, W recommended hosting an experiential media and influencer event where attendees were able to experience one of these ‘firsts’ with a fully immersive workout ‘THE TRIP’ and a one-of-a-kind exclusive tour. To commemorate this milestone, all attendees received a Virgin Active Passport – allowing them full access to all six clubs island-wide.

Results:

W secured the attendance of journalists from dailies, lifestyle, luxury, online and parenting titles and as well as various lifestyle and fitness influencers, covering the demographics of Virgin Active’s key target audience.

• 18 media and influencers in attendance for the experience

• Nearly 1.5 million impressions across online publications and social media

• 63 pieces of coverage secured for the campaign