To get Virgin Active’s new #MyWorkoutFor … campaign into national news media we enlisted the help of FROW regular Laura Whitmore to prove that we have a workout for just about everything.
Based on a desire to get those who “train to live, rather than live to train” into clubs, the platform heroes the occasions Virgin Active trainers get people ready for, rather than work outs for the sake of working out.
So it was that we took Laura into one of the clubs for a behind-the-scenes look at exactly how much prep goes into getting “front row-ready” – from mastering the treadmill in Louboutins to training thumbs for the fastest Instagram reactions to the fine art of applying make-up on the move.
We created a short film with Laura, pairing it with her top tips for surviving London Fashion Week and a genuine workout from one of Virgin Active’s Personal Trainers.
And of course, we landed some great national news pieces and created lots of social buzz (a love in from Caroline Flack and Foxes ensued after Laura posted the vid on Instagram). Coverage included Daily Mirror, Metro, The Sun, DailyStar and four pieces on MailOnline.
Altogether a bit of a result!