Bauer Media has announced an exclusive partnership with British Gas to promote Swim Britain – a new initiative to improve Britain’s health and fitness through swimming. 


The campaign, based on research from Bauer Media’s exclusive listener panel, shows swimming as the dominant sport amongst listeners and runs from 3rd June to 13th October. It features multi-platform activity across selected Bauer Media Place Portfolio stations including Magic 105.4, Key 103, Metro Radio and Hallam FM. ‘Team Foxy’ and ‘Team Verity’ from Magic’s breakfast show, and In:Demand presenter Alex James will all be swimming 1000m at the Swim Britain event in September.

The creative for the campaign includes on-air trails and online videos, inviting listeners to sign up to take part in the event. The activity introduces British Gas ambassadors including Mark Foster (winner of 47 international medals), alongside station presenters, who will offer hints, tips and information about the positive benefits of swimming.

By registering online for the event listeners will have the chance to train with the British Gas ambassadors and their respective station’s team. In addition, all entrants will go into a draw to win fantastic swimming-themed holidays. #TeamFoxy and #TeamVerity and respective teams can be followed on Twitter and via the website.

During the event, trails and live reads will air alongside a showdown online video with ‘Team Foxy’ and ‘Team Verity’ competing in the 1000m swim challenge. Daily on-air competitions will incorporate content captured at the event, with further chances to win swimming themed holidays.

Across the rest of the Place Portfolio, Alex James and the campaign ambassadors will head down to one of the local events and an online campaign will be produced, focusing on how members of the public who have taken part in the scheme have fared in Swim Britain the last few months.

teve Taylor, Creative Commercial Director, Bauer Media, commented: “We are really looking forward to working with British Gas again. The campaign plays to the strengths of the Bauer Media Place Portfolio integrating our presenters into the fabric of the activity. We will be creating engaging content not just on-air but also through videos running on our websites and social media.”

Morag Taylor, Brand Experience Manager, British Gas, commented: “Swim Britain is the culmination of many years of British Gas’ partnership with British Swimming.

Our aim is to improve the nation’s fitness by inspiring half a million people to swim more regularly by 2015. I have started my personal Swim Britian training and am looking forward to building my team!”

Sam Knight, Sponsorship Executive, Carat, commented: “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.”[buttons type=”green” size=”small” rounded=”no” style=”flat” link=”” target=”blank”]Download PDF here[/buttons]


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