Everyone Active launches its ‘Much More’ campaign
It showcases the many benefits people can get from its leisure facilities
The narrative shifts focus beyond basic exercise to emphasise life skills, mental wellbeing, social connections, and the You+ wellness membership.
The strategy spans TV, digital hubs, PR and customer communications
Everyone Active has launched new campaign – backed by TV advertising for the first time – which will show the national reach of the company while messaging the many ways its leisure facilities contribute to people’s lives.
The Much More campaign aims to showcase how the leisure centres provide places for people to learn new skills, build confidence, make friends, improve their wellbeing, and create lasting memories.
The first-ever national tv advertising campaign represents a significant investment in the brand’s marketing activity. It was developed in partnership with creative agency, Wraith, and focuses on the everyday experiences taking place across Everyone Active facilities and the impact they have. For example, swimming lessons building confidence and friendships (Much More Than a Swimming Lesson).
The Much More Than a Gym Membership’ ad showcases the broader role that Everyone Active plays in supporting people’s physical and mental wellbeing, including the benefits of its You+ wellness membership.
Alison Ford, commercial director at Everyone Active, said: “We have made a significant investment in this campaign because we want to demonstrate the breadth of what modern leisure provision can offer and the positive emotions that can come from being active in our facilities. Whether it is a sense of achievement, greater confidence, happiness or connection, we’re proud to help people achieve much more in everyday life.
“At its heart, Much More is about changing the way people think about leisure and ensuring the Everyone Active brand resonates with our customers beyond their time in our centres. We want to be a brand that is part of people’s everyday lives, reflecting the positive impact that being active can have on how people feel, live and connect with others.”
The campaign will roll out across Everyone Active’s customer communications, digital channels, online campaign hub, social media, PR, TV advertising and in-centre activity. Social promotion will also take place across the organisation’s leisure facilities, with local teams bringing the Much More proposition to life through stories and experiences from their own communities.
Everyone Active managing director, Duncan Jefford, will be among the line-up of speakers at the all keynote HCM Summit taking place in London on 22 September. Tickets are available here.
Visit the Everyone Active website, to watch the two videos.
