Everyone Active has unveiled a new national brand campaign designed to showcase the wider impact of its leisure facilities on people's lives beyond exercise.
The award-winning sports and leisure operator has launched its new "Much More" brand platform, highlighting the many ways its centres help customers build confidence, improve wellbeing, learn new skills and connect with others. The campaign reflects the organisation's continued growth and its ambition to strengthen its position as one of the UK's leading leisure providers.
Managing more than 250 leisure facilities across the country, Everyone Active welcomed more than 1.9 million customers last year. Over the past decade, the organisation has expanded the range of experiences available within its centres, offering everything from swimming and fitness to spa facilities, sports activities and theatres.
A key element of the new campaign will be Everyone Active's first-ever national TV advertising campaign, which launches on 1 September. The significant marketing investment aims to raise awareness of the brand among new audiences while demonstrating how leisure facilities can positively influence everyday life.
Developed in partnership with creative agency Wraith, the campaign focuses on authentic experiences that take place across Everyone Active centres every day. Initial advertising executions centre on swimming lessons and gym memberships, illustrating the wider benefits customers gain through participation.
The "Much More Than a Swim Lesson" campaign highlights how learning to swim can help children develop confidence, build friendships and stay safe in the water.
Meanwhile, "Much More Than a Gym Membership" explores the broader physical and mental wellbeing benefits available through Everyone Active's facilities and wellness services, including its revolutionary You+ membership.
Alison Ford, Commercial Director at Everyone Active, said the campaign reflects the organisation's evolution as a national brand.
"Everyone Active has always been about much more than the facilities themselves. This new campaign recognises our growth as a national brand and aims to strengthen our position in the market, attract new customers and showcase the breadth of what we offer across the UK."
She added that the campaign is designed to demonstrate the positive emotions and outcomes that being active can deliver, from increased confidence and achievement to happiness and connection with others.
Ian Davies, Managing Director at Wraith, said the creative approach was focused on bringing real human experiences to the forefront.
"'Much More' gives us a platform to do exactly that. It comes to life through real, recognisable human experiences: finding confidence in the water, finding your people, discovering something new or simply realising you're capable of more than you thought."
The campaign will be promoted across customer communications, digital channels, social media, public relations activity, television advertising and in-centre marketing. Everyone Active's local teams will also help bring the concept to life by sharing stories and experiences from their own communities.
Further information about the campaign is available via Everyone Active's "Much More" hub.