The largest-ever sports participation event in the history of the UK – Camelot’s “I Am Team GB” – has received three awards at two very prestigious events this year.
As reported by Casino Guardian at the beginning of October, the multi-media campaign, which was launched by The National Lottery and ITV in 2016 along with the RIO Olympics, was described as a great success as it had managed to encourage approximately one million people to join in sports following the excellent performance of the Team GB at last year’s Summer Olympics.
The BT Sport Industry Awards took place in London on April 27th, with “I Am Team GB” winning the Best Sports Participation Event award. At the same time, the campaign that was created as a collaboration between The National Lottery, Team GB, ITV and UK Sport won two other awards – the Best Integrated Marketing Campaign and the Best Partnership Marketing one at the Chartered Institute of Marketing Awards.
The Head of Parent Brand for Camelot Arabella Gilchrist said that everyone at the company were very pleased with the fact that their “I Am Team GB” had been granted with these awards. Ms. Gilchrist commented that the awards came as a proof of the fact that the entire nation got inspired with the campaign’s cause and reminded that the players of the National Lottery had made a contribution of more than £80 million annually to support more than 1,300 athletes who participated at the Rio Olympics and other sports events.
Ms. Gilchrist further explained that the awarded campaign was especially designed to make every British resident take part in a sport initiative even for a day. As mentioned above, the “I Am Team GB” campaign was also made to thank all National Lottery players for the continued support over the years. Arabella Gilchrist also revealed that there were approximately 1 million people who participated in the campaign, so the three awards came as a recognition for everything they did to make things happen.
Camelot has officially presented “I Am Team GB” on August 27th, 2016 in order to encourage people to become more active as a result of the excellent performance of the British team at the Summer Olympics. The UK lottery operator also used the campaign to express its gratitude to the players of the National Lottery for their support with the British athletes and elite sport funding. At the time when the campaign was released, it was also backed by Public Health England, Sport England, Pitchero, GLL, parkrun, etc.
Back in October 2016, The National Lottery’s Director of Retail Operations Sally Cowdry praised the results of the UK-based campaign for its great success among local residents. At that time, Camelot’s “I Am Team GB” campaign was announced as the biggest sports participation that have ever taken part in the UK, hosting 2,600 free events which were attended by around 970,000 participants.
- Author
Daniel Williams
