The ‘I Am Team GB’ initiative, launched in tandem by Team GB, the British Olympic Association (BOA) and Official Mobility Partner Toyota, culminated on Saturday 24 August with the Nation’s Biggest Sports Day: a day of sport and physical activity including over 400 events across the UK.
The Nation's Biggest Sports Day kicks off tomorrow!
It's not too late to Join the team https://t.co/LhitlyPzzc. pic.twitter.com/F0UZ3zAcNO
— ToyotaUK (@ToyotaUK) August 23, 2019
The promotional campaign for the mass participation event was initially introduced through a launch spot starring multiple Olympic gold medallist Laura Kenny which urged and inspired viewers to join her and thousands of others as part of the Nation’s Biggest Sports Day.
This video was supported by additional promotional spots fronted by athlete ambassador and Team GB members Kate Copeland
Join @kate_copeland and Toyota GB in the Nation's Biggest Sports Day on Saturday 24th August. #IAmTeamGB
Sign up herehttps://t.co/2hSKaHGupm pic.twitter.com/fhF42AADWF
— ToyotaUK (@ToyotaUK) August 20, 2019
and Anthony Ogogo.
The wider initiative sets out to get the nation moving through a series of national events all designed to get communities active.
These activities range from countryside walking groups and sport taster sessions, to Zumba classes and fitness initiative all made available through the BOA in an attempt to encourage the public to join in and incorporate fitness and sport into their daily lives.
The campaign, which climaxed around a year ahead of the start of Tokyo 2020, spanned 400 events across the country with ‘hero events’ in Sunderland, Milton Keynes and Bristol, as well as Westfield London.
The campaign, launched by Team GB and Toyota, and was supported by a number of agencies who helped design, develop and bring the initiative to life: including, mass participation specialists Limelight Sports, plus identity agency Designwerk and out of home specialists Ocean Outdoor.
Limelight Sports CEO, Craig Dews, said: “We have been thrilled to be working on this outstanding BOA initiative. With Tokyo 2020 fast approaching, this will provide further impetus and upsurge in interest for the UK to not only get more active, but also more involved in sport through taking part and helping to organise events. I Am Team GB is the ideal way of building and developing on the huge interest in the Olympics and our athletes.”
Designwerk CEO Cristian Cook added “Working with Limelight Sports and the BOA on such a prestigious and worthwhile project has been an absolute privilege for the team here, and we hope the ‘Nation’s Biggest Sports Day’ will be another resounding success.”
Kevin Henry, Head of Content and Sponsorship, Ocean added: “This is the first in a series of activations we have planned in collaboration with Team GB, Toyota and other partners in the run up to Tokyo 2020. Toyota is all about driving sustained growth in physical activity inspired by Team GB – and Ocean’s full motion screens and experiential spaces are central to the delivery of that message.”
“We have seen what an impact the Olympics has in terms of generating interest, enthusiasm and participation in sport,” commented Toyota ambassador Laura Kenny.
“It’s vital that sport takes advantage of this excitement and interest, and with just under a year to go until the Tokyo Games, this is the perfect time to be re-launching I Am Team GB and I am looking forward to seeing the fantastic range of events that people throughout the country get involved in.”
Comment:
The ‘I Am Team GB’ initiative was initially launched back in 2016 and aimed to leverage the success of British Olympians at the Rio Games and, according to the BOA, saw more than one million people participate.
Rio was Team GB’s most successful Games since way back 1908 and the team’s medal total of 67 surpassed the 65 won at London 2012.
Links:
BOA / Team GB
https://www.youtube.com/user/teamGBtv
https://www.facebook.com/TeamGB/
Toyota UK
https://www.youtube.com/user/ToyotaUKTV
https://www.facebook.com/toyotauk
Limelight Sports
Designwerk
Ocean Outdoor
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