Virgin Active Mansion House

Insight
Virgin Active launched a new club around Mansion House, in the City of London, targeting higher earners of the area. Mansion House is part of the Collection Clubs of Virgin Active, a premium high-end gym. 

Brief
To create a launch campaign for Virgin Active Mansion House. The objective is to raise awareness of the launch and the club’s key USPs. These are the athletic training programme, HEAT (High-Energy Athletic Training) and the Olympic lifting zone. 

Solution
The concept positions Mansion House as the ‘Powerhouse’ within the City clubs, whilst linking its location to the key USPs. It’s the City’s secret training ground: an elite club of athletes in the making. Like the City, the club runs on power and is fuelled by adrenaline. Its high-energy atmosphere encourages focus, drives performance and supports the athletic mindset. It makes its members feel like they belong to a select sporting club. This is achieved by using powerful, sleek and athletic images to represent the concept along with strong messages linking to the key USPs. A few weeks before the club was launched, posters of 4 & 12 sheets and Lift & Escalator Panels (LEP) were up at the Mansion House tube station as well as flyers being handed out at the nearby stations.