Virgin Active Health Clubs plans to revamp its direct marketing activity as part of a new strategy implemented by former Swallows Hotel marketing chief Mark Taylor.

Mr Taylor, who joined in August, has appointed the firm Send Marketing Solutions to implement the new marketing approach.

The major door-drop recruitment campaign orchestrated by Send, will target over two million people across 50 provincial areas in the UK. This initial campaign will promote Virgin Active’s seasonal membership offers to potential customers.

Mr Taylor told Precision Marketing: “Direct is an important communications channel for Virgin Active, so it’s essential we only work with partners which can be relied upon to uphold our brand values.

“Send has an intelligent and thorough approach to its work which gives me confidence that my promotions and data are in safe hands.”

Send has also been commissioned to source data and implement an email recruitment strategy as part of the brief set out by Virgin Active Health Clubs.

Last September, Virgin Active took over the Holmes Place chain of health clubs in a £650m deal.

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