I Am Team GB: Multi-Award Winning Olympic Campaign

• Deliver the UK’s largest ever mass participation sports event on Saturday 27th August. Target: 300,000 people.
• Produce 14 flagship events across the length and breadth of the UK. Target: 14,000 attendees.
• Inspire people who wouldn’t normally partake in sport to get up, get out and get active.
• Ensure all of the thousands of ‘I Am Team GB’ events are FREE and fully accessible. Target: 2,000 local events.
• Strengthen the link between Team GB and athletes funded by The National Lottery.
• Help local sports clubs boost memberships and drive community engagement.
• Celebrate Team GB’s homecoming Olympic heroes.

• We needed to ensure each event was fully inclusive and accessible for all. We set up a task force to specifically engage with disability sports clubs.
• We wanted to engage with grassroots clubs and support local communities in delivering a wide range of sporting activities.
• In an effort to alleviate any barriers to entry, it was agreed that every ‘I Am Team GB’ event should be completely FREE.
• To ensure the legacy of ‘I Am Team GB’ lived on in people’s hearts and minds, we committed to donating much needed sporting equipment to local grassroots clubs.

• A TV campaign launched ‘I Am Team GB’ to the nation, driving participants to a bespoke built website and enabling sign-up for local events via a postcode search.
• We wanted every ‘I Am Team GB’ participant to have a like-for-like experience, so we created over 2,500 branded kit packs that were distributed to local sports clubs as well as delivering each flagship event according to the same ‘look and feel’. If you were sailing on Ullswater Lake or playing table tennis on the Coronation Street cobbles, every participant would experience the same immersion in ‘I Am Team GB’.
• Taking inspiration from London 2012’s Gamesmakers, we recruited volunteers to assist onsite at each event - facilitating fun and bolstering the feelgood atmosphere.
• A huge talent management programme ensured Olympic athletes and on-screen ITV talent made appearances at events. Gold medallists including Alistair Brownlee, Elinor Barker and Max Whitlock joined ITV stars to meet and greet participants and try out new sports.

• Almost 1 million (972,000) people participated in ‘I Am Team GB’ (Original target: 300,000).
• 2,624 local sports clubs took part in ‘I Am Team GB’.
• 14 flagship events attracted 48,089 participants (Original target 14,000).
• #IAmTeamGB was used 152,000 times equating to a value of £750k.
• 2,263 articles about the campaign featured on TV, online and press: Reach = 108m and Advertising Value Equivalent of £17m (CONFIDENTIAL).
• #IAmTeamGB trended no.1 (UK).
• #IAmTeamGB trended in the Top 10 (Worldwide).
• ITV switched off all seven of its channels simultaneously for one hour to promote the campaign.
• Awareness of Team GB lottery-funding increased by 38%.
• TNL generated 6x more Twitter coverage than any other Team GB partner.
• TNL sales were up 5% for three months after the campaign. This equated to an additional £49m, of which £12.5m was for good causes (CONFIDENTIAL).
• 7% increase in positive social media conversations about ITV.
• ITV brand warmth increased 14%.

“A huge thank you to the events team and wider team at ITV. I’ve been working with Team GB for 5 years now and I can absolutely say that this was one of the most fun, successful and enjoyable events that we have ever done. Feels like we did something incredibly special last Saturday.”

“A massive well done and thank you from all of us for a gargantuan job brilliantly done despite numerous hurdles to overcome.”

“I just wanted to find a moment to email you and pass on my sincere gratitude at the hard work and incredible talent displayed by you and the broader events team over the last few months and not least at the weekend. It was a triumph and that had a huge amount to do with the relationships cultivated at each venue and the quality of experience that you helped to deliver. I know the thousands of hours that have been ploughed into this by you and your team and it was a privilege to witness it all play out as it did. I hope you feel an immense sense of pride in creating something that made the UK a little better and a little brighter on Saturday.”

“What you and the team have achieved in such a relatively short space of time is amazing, the events looked amazing and as always you delivered everything we could have asked. This would not have been at all possible without the teams dedication, enthusiasm and quite remarkable skills of organisation, pulling a rabbit out of a hat is something you guys seems to do for fun! I do however know that this is mostly down to an enormous amount of hard work, for which we are hugely grateful. ITV is lucky to have such a great events team!”

“Just wanted to say a massive well done on yesterday. The response from the public looks to be absolutely amazing. You did an amazing job. I hope you are feeling proud.”

“I had to write to tell you that, as a result of I AM TEAM GB, we've secured 6 new players for the Ladies Senior team and 14 new players for the 12-16 yr old teams. Around 18 Ladies are attending the club purely for the fitness training! Without new members and youth coming through our doors the club would fail to exist. This event will have an ongoing impact on recruitment ensuring we will still have Senior and Youth teams in the future. We also have people joining the club as non-playing members thus ensuring the social side of the club grows, this can also be an attraction to people to take up the sport of Rugby. We as a club are honoured and proud to have been part of I AM TEAM GB. It was simply OUTSTANDING!”

“Thanks so much for this opportunity. I think we can safely say we all had a fantastic time and it was great to see from our perspective so many newcomers to the sport trying ‘triathlon’ for the first time. Thanks to all your team and of course the team at Emmerdale for making it such a success. When can we come back?”

“Saturday was a resounding success. Well done everyone in delivering a really strong event. We had over 1,000 through the door! Here’s a remarkable stat for you; we had a lap the track activity running, with the plan being to have people continuously running, walking and toddling laps of our track. By the end of the day 560 laps had been completed, a distance of over 140 miles. Incredible!”

“I attended 3 I AM TEAM GB badminton events locally on Saturday 27th August and each was packed with new faces and even one woman who had undergone an I AM TEAM GB challenge around the M1 - Archery in Warwick, Table Tennis in Coventry and finally with us at the National Badminton Centre in Milton Keynes. We are already seeing an increase in the number of visits to our club and a 274% increase in ‘searches’ on court finder. Amazing!”

“A massive thank you for all your support in the build-up to Saturday’s event! We are so pleased with how the event went and the numbers that attended. It had a very special feel to the day and allowed families to get involved in activities they may never have had the chance to experience. Let’s do it all again!”

“I just wanted to make sure you saw the table donation article on our website. It has been great working with you and I thoroughly enjoyed the event. It was fantastic! https://tabletennisengland.co.uk/news/featured-news/community-groups-are-streets-ahead-after-table-donation/. As you can see, the tables have be put to good use!”