Team GB Launches Tokyo 2020 Marketing Campaign
Team GB has launched its new marketing campaign for the Tokyo 2020 Olympic Games, entitled ‘This Is What Makes Us’, with a voiceover from Olympic gold medallist Kate Richardson-Walsh.
The first confirmed members of the Team GB cohort for the Games will be announced over the next few weeks across different sports, and by the time the Games begin, an estimated 378 athletes expected to be selected for the team.
Ahead of the event, the BOA is looking to celebrate the diversity of the squad as well as the country as a whole, and says the campaign is designed to bring the nation together. It will also look to celebrate the stories behind the athletes who will compete next summer, highlighting the fact that no story will be the same. The initial spot will celebrate “overcoming the odds, courage, diversity and success that creates the one team ethos,” and will feature a number of Olympians.
The video includes the likes of Sir Chris Hoy, Nicola Adams, Laura Kenny and Sir Mo Farah, voiced by Richardson-Walsh, the former Team GB hockey player who won gold at the Rio 2016 Games – Britain’s first women’s hockey gold at the Olympics.
The campaign was developed alongside the Sports and Partnership Marketing team at Hill + Knowlton Strategies, Team GB’s communications partner
Olympic gold medallist Kate Richardson-Walsh, said: “As athletes, the journey for us begins as children hoping to fulfil a dream. Without the support of friends, family, coaches and fans, this dream would never become a reality. Of the athletes that will compete in Tokyo, not one single story will be the same. They will have faced ecstatic highs and devastating lows, all with the hope of one day putting on the Team GB kit, competing on the greatest sporting stage and doing the nation proud – ‘This Is What Makes Us’ tells that story in the most perfect way.
Josh Connell, Head of Content Publishing, Sports, Hill + Knowlton said: “There isn’t a brand more capable of uniting us than Team GB. At a time when Britain feels more divided than ever, ‘This Is What Makes Us’ is a reminder of our similarities, and a celebration of our differences. In the run-up to Tokyo, we’ll give the British public the best news they’ve heard in ages – the Olympic Games is less than a year away.”
