Summer of Sport

Summer of Sport

The brief

To develop Summer of Sport, an umbrella brand for a series of free sports taster and coaching sessions across London, driving people to the website to find out more about events in their local area, to increase participation in sport in the run up to the Olympics.

the solution

A high profile launch with Tony Blair, Seb Coe and Ken Livingstone, the creation of the Summer of Sport brand, supported with an integrated campaign featuring out door posters, digital ads and a partner toolkit to cascade the campaign messaging down to a grass routes level, plus branded collateral to support the events.

the results

  • In 2006, its first year, 50,000 people attended over 300 events