Virgin Money stages interactive fundraising lounge ahead of London Marathon

Virgin Money is running an interactive games and sports-themed lounge to celebrate its sponsorship of the London Marathon, which is taking place this Sunday (22 April).

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The Fundraising Lounge is being staged at the Virgin Money London Marathon Expo at London's Excel. It opened on 19 April and is running until 5pm tomorrow (21 April). It is free and open to everyone whether they’re running or not.

Experiential agency RPM has produced and managed this activation for the past seven years in conjunction with creative agency Four23. This year Virgin Money has aimed to go bigger and better with the lounge, which it has crammed full of fun activities to encourage fundraising for all charities including Heads Together, the official marathon charity.

Visitors enter the event area and are greeted by giant heart showing the total raised for charity by 2017 London Marathon runners through Virgin Money Giving. As well as photo opportunities throughout, with images to take home and share through social media, there’s also a bowling alley, dance floor and table football tournaments to give people the chance to boost that fundraising even further.

Andrew Nicholson, brand director at Virgin Money, said: "The London Marathon is a uniquely inspiring event. This year we’ve created an extraordinary immersive experience for the runners that helps them celebrate their amazing achievements, boosts their fundraising and sends them off to raceday with a huge smile."

Alexis Miranda, account director at RPM said: "We absolutely love working on this activation with Virgin Money, year on year the space just gets better and better and it’s great to see so many runners and their families enjoying the fundraising lounge. The Virgin Money Fundraising Lounge is all about having fun and celebrating all the inspirational runners and boosting their charity donations in the process."

Last year's London Marathon included activations from drinks brands Buxton, Lucozade and London Pride

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