Bauer Media has joined forces with British Gas to help promote swimming initiative – Swim Britain.
Running from Monday 3 June until Sunday 13 October, Swim Britain follows research from Bauer Media’s listener panel which showed swimming to be the dominant sport among its listeners. The multi-platform activity includes promotional activity across selected Bauer Media Place Portfolio stations including Magic 105.4, Key 103, Metro Radio and Hallam FM and includes on-air trails and online videos.
In September Magic breakfast show’s ‘Team Foxy’ and ‘Team Verity’ along with In:Demand’s Alex James will compete in the 100m Swim Britain event. The activity will also introduce British Gas ambassadors, including international medal winner Mark Foster, who will offer hints, tip and information about swimming.
Those who register online for the Swim Britain event will have the chance to train with the British Gas ambassadors as well as the team from their respective station; entrants will also be entered into a draw to win various swimming-themed holidays. During the event trails and live reads will feature in air alongside a showdown video with ‘Team Foxy’ and ‘Team Verity’. Daily on-air competitions will also incorporate content from the event.
Morag Taylor, brand experience manager, British Gas, said the aim of the initiative is to “improve the nation’s fitness by inspiring half a million people to swim more regularly by 2015,” and Bauer Media’s creative commercial director, Steve Taylor, furthered that the campaign “plays to the strengths of the Bauer Media Place Portfolio integrating our presenters into the fabric of the activity…be creating engaging content not just on-air but also through videos running on our websites and social media.”
Sam Knight, sponsorship executive at Carat, who was involved with the deal, added: “It’s great to see this level of presenter and station endorsement across Bauer’s Place Portfolio. We hope Foxy and co will inspire and encourage listeners to get involved in Swim Britain this summer.”