Laura Hamod Barnes. Credit: Connected Media
Connected Media has been appointed lead media agency for Virgin Active in Australia after a competitive pitch.
The agency will handle strategy, planning, buying, optimisation and reporting across all channels.
Virgin Active operates nine gyms in Australia, including a 2,500sqm social wellness club at Bondi Westfield with fitness, recovery and co-working facilities.
The brief focuses on driving membership growth through stronger lead generation and brand activity.
Virgin Active’s pitch centred on account and market analysis, identifying media wastage and opportunities for personalised user experiences supported by business reporting.
“Connected Media’s strategic approach was closely aligned to our own, demonstrating a clear understanding of our goals and target audience,” head of marketing at Virgin Active Australia, Michelle Rolston, said.
“They challenged us and brought fresh perspectives, backed by strong modelling methodology. We look forward to working with the team to accelerate Virgin Active’s market presence and communicating the benefits of our state-of-the-art social wellness clubs.”
Connected Media founder and CEO Laura Hamod Barnes said the appointment reflected steady referral-driven growth.
“We’re thrilled to be partnering with Virgin Active, especially through a referral from someone who has seen first-hand how we work,” she said.
“Much of our growth has come this way, and we take pride in the consistency of our pitch success.
“Virgin Active is an incredibly strong brand and we can’t wait to bring the expertise of our Connected Media team to their business.”
Virgin Active adds to the agency’s recent wins, including tonies across Australia and New Zealand.
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