Ahead of London 2012, Team USA had a perception problem. We positioned them as good guests through the ‘Thank You Britain’ campaign.
U.S. Olympic Committee for London 2012
‘Thank You Britain’ became the creative platform encompassing partnerships, PR, advertising and digital media.
A collaboration with a London based children’s charity saw medal success converted into donations of money and IT equipment, auctioning of Team USA ‘money can’t buy gifts’ and inspirational visits to charity projects.
We managed the concept and delivery of a series of comedic videos to showcase Team USA members as warm and approachable athletes. The central concept focused on athletes trying out their cockney accent.
In the approach to and during London 2012, we conducted a proactive media relations campaign providing interview access to key Team USA athletes ensuring a positive profile throughout.
100,000 views of the Cockney videos within five weeks of launch with no media spend. Within two weeks of launching the first in the series, the videos had a twitter reach of 1 million
25+ Pieces of Global coverage including BBC, Mail Online, BBC Radio 2, Mirror, Sun, ITV London Tonight, Telegraph online, ESPN, Good Morning America and New York Daily News
Extended global coverage for the ‘good guests’ campaign including CNN, Independent, Sky Sunrise, Sky Sports News, BBC World, TalkSport and Huffington Post