National Lottery operator Camelot UK has won three prestigious advertising awards this April for its 2016 Olympic marketing campaign ‘I Am Team GB’.
The multi-media campaign launched last summer following the Rio 2016 Olympics, has been recognised as the ‘Best Sports Participation Event’ at the 2016/17 BT Sport Industry Awards held on 27 April.
Hosting its annual awards on the Same night as BT Sport, The Chartered Institute of Marketing recognised ‘I Am Team GB’ as the ‘Best Integrated Marketing Campaign’ and ‘Best Partnership Marketing’ for its three-way collaboration between ITV, The National Lottery and UK Sport Funding.
‘I Am Team GB’ was staged on Saturday 27 August 2016, to welcome home Britain’s Olympic heroes, encourage people to get active alongside them and to thank National Lottery players for the part they played in helping to fund the athletes and elite sport.
YouGov research commissioned by ITV, The National Lottery and the British Olympic Association revealed that nearly 1 million people took part, making it the nation’s biggest ever sports day.
Commenting on campaign recognition Arabella Gilchrist, Head of Parent Brand for National Lottery operator Camelot, stated
“We’re delighted that I Am Team GB has won these awards – demonstrating what a unique and truly inspiring nationwide event it was. National Lottery players have contributed over £80 million a year to support over 1,300 athletes for sporting success in Rio and beyond. I Am Team GB was devised as way for everyone to participate in sport for a day and as a way of truly thanking National Lottery players for their continued backing. We were thrilled that nearly 1 million people took part and these three awards are recognition for everyone involved in making it happen – they should all be incredibly proud of what they achieved.”