British Gas launches ‘Swim Britain’ push

British Gas is readying a national marketing drive to get 500,000 people swimming more regularly by 2015 as part of its London 2012 legacy activity.

British Gas is partnering with Bauer Media this summer to promote its latest swimming initiative.

The energy supplier, which sponsors British Swimming, is launching the “Swim Britain” initiative to build on the sport’s popularity in the wake of the British medal success at last year’s Olympics. It is the first major push from the brand around swimming since activity was dialled down last year to avoid flouting London 2012 sponsorship regulations.

British Gas ambassadors including swimmer Mark Foster are fronting online, experiential and grassroots promotions throughout the summer to encourage people to take up the sport as a way to improve their fitness. The activty, created in partnership with Limelight Sports, runs alongside a multi-platform tie-up with Bauer Media that will offer advice about the positive benefits of swimming. Fans will also be able to win the chance to train with the British Gas ambassadors through a series of radio competitions.

Morag Taylor, senior brand experience manager at British Gas, says the “ambitious” campaign is the ”culmination” of a multi-year partnership with British Swimming which ends in 2015. The company has used the sponsorship to get closer to home owners through grassroots initiatives as well as supporting community projects aimed at stopping the closure of local periods.

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