Virgin Active South Africa

Background - Who is Virgin Active? Virgin Active South Africa (Pty) Ltd, is part of the Virgin group and was launched in South Africa in January, Brainchild of Sir Richard Branson, Virgin is now the third most recognised brand in Britain and the first global brand name of the 21st Century. Virgin Active South Africa currently employs 180 permanent staff at its head office in Claremont, Cape Town and 2500 permanent staff, approximately 500 casual staff, 1000 independent group training instructors and 600 Franchise Personal Trainers at its 88 health and fitness clubs nationwide. Unlike its competitors, Virgin Active aims to bring about positive change to peoples' lives by moving beyond exercise through the promotion of health and well-being. The Virgin Active brand values are Fun, Innovation, Value for Money, Challenging the norm, and Excellent Customer Service. It is for this reason that Virgin Active offers all club members the following facilities: Virgin Life Care Health Zone, Group Exercise, Indoor Cycling, Swimming Pool, Sauna/Steam Rooms, Circuit (Weights), Change Rooms.

What is the aim of the PR campaign? To gain positive media exposure for Virgin Active and to set them apart from their competitors; positioning them as the leading health and fitness club in South Africa. To limit the liability of issues and potential crises that spill into media; Position Virgin Active as an authoritative “South Africa” fitness club leading in the wellness arena. Educate key target audiences on the concept of wellness and specifically how it pertains to the youth market. Differentiate Virgin Active from its competition through meaningful outcomes driven communication. Create campaign synergy by working with, supporting and supplementing other marketing disciplines. Amplify Virgin Active is core wellness and philosophy to the media.

Approach Our approach to PR for Virgin Active has always been one of leadership. Virgin Active sets the trends and therefore the majority of our campaign is proactive and of course, fun! We are not shy to champion issues for example, Bigorexia which generated some heated debate amongst the media and public. We have also interceded at Government level, being proactive in the drafting of the consumer protection bill with specific reference to “Gym” contracts. Our PR spans consumer/lifestyle and business media as we have an ongoing story to tell – we use a variety of methods, from media relations to photocalls and PR stunts – all designed to get you MOVING! Unfortunately, there are those times when we need to be a little more reactive. However, we have implemented a fine tuned issue management strategy with this company that has stood the test of time and some hairy moments!

 Outcomes Media Relations Results In 2008, Total Media were able to deliver a phenomenal amount of publicity and entrench the reputation of this incredible brand – delivering and amount of R11,552,942.53– was great fun and very rewarding for all concerned.  In addition to the publicity, we have been able to influence certain key health issues that affect the daily lives of South Africans and have been able to put back into communities through the development of community based health clubs that will redress the growing health issues pervading these poorer communities as a result of adopting a more western way of life. Giving back is a key strategic aim of the Virgin Group and one that Total Media is more than happy to creatively support.