Virgin Media’s private members club pushes broadband

Virgin Media is to open a pop-up private members club as part of a communications campaign to increase awareness of its high-speed 100Mb broadband and TiVo TV service.

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It will open “Our House” at homelessness charity House of St Barnabas’ Soho venue on 28 March. The venue has seven rooms, a bar area, private garden and chapel. Each room will demonstrate Virgin Media products and include the TiVo and broadband lounge.

Partners HTC, Nokia and Sony Ericsson and console makers such as Sony will also present their products and services, while Grey Goose vodka, Bombay Sapphire and Nespresso will provide refreshments.

Virgin says the club is designed to let “media influencers” such
as journalists and Virgin Media staff experience its broadband speeds and TiVo service first-hand. Membership will be by invitation only.

Simon Dornan, head of PR campaigns at Virgin Media, says: “It’s all very well boasting about how fast our 100Mb broadband is or how compelling our new TiVo-powered TV service is, but we want people to experience it for themselves. Our House is the perfect vehicle to do that – a central London private members’ club offering superb connectivity with the latest technology and entertainment, as well as a chance to support a worthy organisation.”

He adds that the aim is to provide an environment where visitors can “stay connected whether at work, rest or play” in London’s media hub. People can also use the venue to hold private meetings and launch events.

The club will also host events such as film screenings, acoustic gigs, and photography exhibitions until 21 April.

Virgin Media will keep members up to date with events through a weekly newsletter. Some events will be open to the public.

The company recently reported record annual revenue of £3.9bn, up 5.8% from the previous year. Quarterly revenue exceeded £1bn for the first time ever in the final quarter of 2010.

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