British Gas’ Swimbritain In The Limelight
British Gas has appointed sport experience agency, Limelight Sports, to deliver SwimBritain, a national three-year programme that aims to get 500,000 people swimming more regularly by 2015.
The campaign is a key component of British Gas’ London 2012 legacy programme and is partnered with British swimming. The event concept will involve 5000 British Gas employees, friends and family and over 12,000 consumer participants from across the country swimming in June and September respectively.
Limelight Sports – named Sport Agency of the Year in 2011 – was selected following a competitive tender process and is contracted to deliver all of the event experience elements of the campaign, including project management, production and logistics.
Craig Dews, chief executive at the Limelight Sports Group, commented: ‘Forward thinking companies such as British Gas have identified the potential of being involved in mass participation sporting events. The opportunity to directly engage with so many participants and their connections provides some highly attractive opportunities and we are looking forward to helping British Gas to make the most of these opportunities.’
Morag Taylor a senior brand experience manager at British Gas added: ‘SwimBritain is an ambitious campaign designed to engage the nation in swimming post-London 2012. We are very excited to be working with Limelight Sports, the unique insight they brought to the tender process and innovative event concepts they developed will play an integral role in the SwimBritain campaign.
