We helped Virgin launch its latest venture, Virgin Sport, which aims to change the way people think about mass participation sport events. The first event in the series was the Hackney Half Marathon.
Virgin Sport – Hackney Half Marathon
Virgin Sport entrusted us to create a brand identity for the Virgin Festival of Fitness and use it to define and deliver a look programme for the entire event. Our creative studio worked closely with the Virgin Sport team to create a brand identity that reflected the fun and vibrancy of the sporting festival. We then defined a clear and strategic branding programme for the entire event space that maximised exposure for the new Virgin Sport brand and formed an exciting environment for participants and spectators alike.
Overall, we produced and delivered the start and finish gantry, entrance arches, flags, sheet banners, information towers, mile markers, barrier jackets, fence scrim, wayfinding signage, stretch tents, marquees and picket fence panels as well as a branded hospitality bus, screen trucks and timing kits. The branding programme was delivered seamlessly and amounted to a vibrant and unified look throughout.
The event was a huge success, with Richard Branson commenting: “It’s so wonderful to see this spirit come to life with thousands of people running and getting involved at the Festival of Fitness”.
Additionally, the event saw a total of 12,229 people register to take part, 12,000 spectators and over 1,700 social media impressions over the weekend.