British Gas Unveils New Swim Push

British Gas has launched a new marketing campaign aimed at getting families back into local swimming pools.

The British Gas Free Swim initiative is part of its £15m, six-year programme with British Swimming and gives customers a free swim at one of 600 local pools from now until March 2010.

British Gas is sponsoring swimming with the aim to get more children and families involved with the sport and support local pools with the new campaign to be backed by former British swimming champion Sharon Davies.

The campaign is being supported by a raft of online activity, designed and developed by marketing agency Rufus Leonard, pointing fans to a dedicated website, www.britishgasswimming.co.uk.

Customers can go online to claim a free swim voucher that they can print at home or get sent through the post. The site features a Google Maps tool to help customers find their local pool.

British Gas signed Olympic gold medallist swimmer Rebecca Adlington as the face of its sponsorship of British Swimming last month.