Brand Tone

Energetic and Enthusiastic, Inclusive and Welcoming, Fun and Social, Aspirational and Professional

Brand Values

• •Quality
• •Fun
• •Community
• •Accessibility/Inclusivity
• •Supportive
• •Passionate
• •Health and Wellness

Best Practices

• •Stay Enthusiastic and Passionate: Use vibrant, energetic language. Words like "thrilled," "epic," "ignite," "discover," and "unleash" can convey excitement. Always reflect a genuine love for the sport.
• •Emphasize Inclusivity and Community: Consistently welcome players of all skill levels and backgrounds. Highlight the social aspect, the "Padel family," and the fun of playing together. Use "you" and "your" to speak directly to the audience.
• •Keep it Fun and Approachable: While highlighting quality, avoid overly technical jargon. Padel is presented as easy to learn and enjoyable for everyone. Humour can be used appropriately, especially on platforms like TikTok.
• •Maintain a Professional yet Friendly Demeanor: As part of the Virgin brand, a level of professionalism is expected. This means clear communication, well-maintained facilities (and digital presence), and reliable service, all delivered with a friendly, supportive attitude.
• •Show, Don't Just Tell: Use dynamic visuals (photos and videos of people playing, laughing, and socializing at the clubs) to reinforce the brand's energetic, fun, and community-focused values. User-generated content can be particularly powerful for this.

Social Perception

Trendy and Growing, Premium and Modern, Social Hub, Accessible (with a caveat), Innovative and Expanding

Copy Examples

• •Headline: Unleash Your Padel Passion! Body: New to Padel? A seasoned pro? Doesn't matter! Virgin Active Padel Club is your home for exhilarating matches, expert coaching, and a vibrant community. Grab your friends, book a world-class court, and discover why everyone's falling in love with Padel. #VAPadelClub #PadelFever #GetFitHaveFun
• •Headline: More Than Just a Game. It's a Lifestyle. Body: At Virgin Active Padel Club, we're building more than just courts – we're building connections. Join our Padel family for social events, friendly leagues, and the best Padel facilities in SA. Quality courts, great vibes, unforgettable moments. Find your nearest club today! #PadelCommunity #SocialSport #VirginActiveFamily
• •Headline: Padel Power Hour! Lunchtime Escape? Body: Swap your desk for the Padel court! Burn calories, boost your energy, and have a blast with a quick game at Virgin Active Padel Club. Easy to learn, epic fun to play. Book your court via Playtomic and make your lunch break legendary. #PadelWorkout #OfficeEscape #FunFitness
• •Headline: Weekend Plans? Sorted. Padel Time! Body: Gather your squad! The sun's out (or our roof's got you covered!) and the Padel courts at Virgin Active Padel Club are calling. Top-tier Adidas courts, pro shop for all your gear, and a welcoming atmosphere for all levels. Let's play! #WeekendVibes #PadelFun #FriendsAndFitness
• •Headline: Elevate Your Game. Elevate Your Life. Body: Experience the thrill of Padel with Virgin Active. From expert coaching to premium facilities and exciting tournaments, we provide everything you need to fall in love with the world's fastest-growing sport. It’s not just about winning; it’s about playing, connecting, and living actively. Become part of the VAPC story. #PlayPadel #ActiveLifestyle #VirginActiveDifference