Tone and style for the I Am Team GB campaign
Tone and style for I Am Team GB –
the nation’s biggest sports day
How do you motivate hundreds of thousands of people to get involved in grass-roots sports?
In August 2016, The British Olympic Association, ITV and The National Lottery came together to create I Am Team GB – Britain’s biggest sports day – as a celebration of Team GB’s success at the Rio Olympic games. They asked Harrison/Lark to join the team as editorial and brand language specialists – helping to promote the event through online communications.
What we did
We created a tone of voice and style guide for the event – used by all in the marketing team (across the organisations), ensuring communications throughout the campaign were consistent and on-brand. We also crafted web content and email campaigns and advised on strategy for IAmTeamGB.com and related social media accounts.
The I Am Team GB marketing campaign was devised to build anticipation in the lead up to the event – with inspirational, on-brand stories to inspire the British public to get involved in sport.
Nearly 1 million people of all ages and backgrounds were inspired to take part in thousands of local sports events across the UK. The hashtag #iamteamgb was the number 1 trending tag on Twitter in the UK and the event was front-page news in national newspapers and news sites. The I Am Team GB website acted as a focal point for the marketing campaign – bolstering other marketing activities including the highly successful email campaigns, social media engagement and TV coverage.