British Gas Runs Swimming Cinema Ad

British Gas is running a cinema advertising campaign to promote its free swimming initiative, part of the energy provider’s long-term sponsorship deal with British Swimming.

British Gas is partnering with cinema advertising firm Pearl & Dean and Tangibal Media to activate its free swimming campaign that aims to encourage families to go swimming with free swim vouchers.

The campaign includes cinema screen advertising, digital content and interactive floor graphics and postcards in 30 Pearl & Dean cinemas in the UK.

The adverts will run before family films throughout the Christmas period and into the New Year.

British Gas launched the free swimming initiative in September. The firm agreed a six-year £15m sponsorship deal with British Swimming in March and signed Olympic gold medallist swimmer Rebecca Adlington as the face of its sponsorship in September.

Media planning for the campaign was handled by Carat.